Orange and T-Mobile have revealed the company name that will represent their UK merger: Everything Everywhere. The merger means that Everything Everywhere now has a total customer base of 30 million, effectively becoming the UK's largest mobile network from the 1 July.
The Everything Everywhere brand will be used in marketing activities and will not become the network name as such. Orange and T-Mobile will continue to operate, for the time-being at least, under their usual names although customers will benefit from free roaming across the two networks within the UK.
"Roaming capabilities between the two offerings is one of our main priorities," a spokesman for the new company told us, telling us nothing more that it will happen sometime in the second half of the year.
More interestingly however is that Everything Everywhere plans to leverage the two brands to different consumers with out suggestion from our man on the inside that Orange could become the "pioneer" brand and that T-Mobile more deal savvy. It's isn't inconceivable. Company's like News International own both The Sun newspaper and The Times while not bastardising their readership.
Everything Everywhere also states that this single "super-network" will have a smaller impact on the environment and that the new business "allows delivery of best value, best choice, best coverage and best quality in the industry".
Tom Alexander, the big-cheese of Everything Everywhere said: “We are on the verge of a communications revolution. Up until a few years ago, mobile was just about voice and text - not now. Multimedia phones have already started to change the way our customers access the world - for entertainment, education, information - wherever they are, whenever they want".
Everything Everywhere - a marketing gimmick or a dynamic new brand? Give us your thoughts below.