Orange and T-Mobile to become Everything Everywhere

Everything Everywhere - either it's a wonderful, vision-encompassing new brand name, or it's a weak final decision by people who couldn't quite nail down what they wanted to say. Either way, it's been announced as the new name for the result of the Orange/T-Mobile merger, which will create Britain's largest mobile broadband provider.

The merger, which was announced towards the end of last year, has had regulatory go-ahead after the two companies agreed to give up some of the large amount of broadcast spectrum which the merger would leave them with. The new name, announced this week, was developed by the two companies' marketing teams, with involvement from Orange's advertising agency Fallon, and T-Mobile's Saatchi & Saatchi; and is intended to be used as a tagline, rather than just as a boring handle for the merged entity. 

Chief executive Tom Alexander said "What I wanted was a company name that did not distract or confuse from two very strong brands. What I wanted was something that was additive. I love Everything Everywhere because it really does encapsulate the vision and the ambition for the company."

Despite the rebranding, though, both T-Mobile and Orange brands will remain very visible to customers, both in advertising and on the high street; because Everything Everywhere believes that both Orange and T-Mobile have 'personalities' which should be retained: Orange for its 'premium element' and T-Mobile for its 'straightforward, value oriented' approach.

The new business is expected to be opening an additional 100 retail outlets across the country, as well as increasing its amount of Wi-Fi hotspots, and offering home broadband services to T-Mobile customers.