Opinion Articles

Friday, May 4, 2012

Everything Everywhere, Orange and T-Mobile: how much longer for three brands?

Mark Bridge writes:

This story starts with Mercury One2One and Orange. They were acquired by Deutsche Telekom (which changed One2One’s name to T-Mobile) and France Telecom. Next, Everything Everywhere was created to run the T-Mobile and Orange brands in the UK.

Before long the standalone single-brand shops were joined by dual-branded Orange and T-Mobile shops selling both networks - and shops branded as ‘Everything Everywhere’ offering both networks as well.

Today we hear that T-Mobile has started selling Orange’s home broadband service. It’s described as the first time an Orange product has been sold in a T-Mobile shop - and, to quote the official announcement, it’s “something the company says it’s likely to continue with other product lines over the coming months”.

Previously, Everything Everywhere has emphasised the differences between the two brands. But with one now selling the other, that no longer makes as much sense.

How long before one of these two names disappears from the UK permanently?

Or, perhaps, how long before the parent brand disappears as well and the entire business becomes Orange?

If I was a betting person, I’d say the future’s bright.

Author: The Fonecast
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