Everything Everywhere to launch new brand in 2012

The merger between Orange and T-Mobile may launch a new name by the end of the year, but the two individual companies will remain

Everything Everywhere has announced it will launch a new brand identity, but has kept quiet about the finer details.

Rumours surfaced that the company was set to make the final steps of the merger and remove the T-Mobile and Orange branding altogether to focus as Everything Everywhere.

Now the operator has told Computer Weekly those two companies will remain, but a new brand would be unveiled.

“Everything Everywhere confirms that we are planning to launch a new brand in the UK later this year,” said a spokeswoman. “This new brand will sit alongside our existing brands Orange and T-Mobile. We will reveal more information on our exciting plans in due course.”

The less-than-catching name of Everything Everywhere was first announced in 2010, but the chief financial officer (CFO), Richard Moat, revealed in 2011 that it might not remain the same, calling it a “holding title” during his keynote speech at the Mobile World Congress event that year.

We questioned executives about a possible name on arecent visit to the company’s service management centre in Hatfield, but were told there would be no comment at the time.

We will bring you more details on the new branding as soon as we find out more.

Earlier today, Ofcom announced Everything Everywhere would be allowed to use its existing spectrum to roll-out 4G services across the UK, months before its competitors get the frequencies for their own networks.

We asked whether the new brand would have anything to do with its upcoming 4G services, but we had yet to receive a response at the time of publication. 

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