Mark Bridge writes:
Mobile networks have changed, haven’t they?
Once they were all about delivering service. Coverage. Quality. Price. Now it’s much more about branding.
Everything Everywhere has announced it’s to become EE, an obvious abbreviation that’s been used in mobile industry briefings pretty much since the company was created two years ago. It joins the likes of Kentucky Fried Chicken, Hennes & Mauritz, British Home Stores, Independent Television and Marks & Spencer, although all of these took decades to transition into businesses that were just described by their initials.