Everything Everywhere completes brand review but stays mute on future

Everything Everywhere completes brand review but stays mute on future

Bosses at Everything Everywhere have completed the planned brand review blueprint for the business, but are refusing to disclose any immediate details.

The company, formed through the merger of T-Mobile and Orange in the UK last year, had promised to review the brands within the first year and announce details of how it plans to differentiate them in the long run.

Little is known about the decisions taken by the Everything Everywhere board, which saw a complete management reshuffle last month when Olaf Swantee took up the reigns as CEO, replacing Tom Alexander.

However, the company has hinted that it will retain the Orange and T-Mobile brands for the immediate future. The move aligns several comments by Everything Everywhere chiefs stating they aim to make Orange a premium brand and T-Mobile the value brand.

How this will work remains uncertain due to commercial sensitivities. The company says it will not reveal details of the decision or a road map for the three brands it currently operates – the firm has opened a number of Everything Everywhere stores that feature both the T-Mobile and Orange brands.

The company said it had now completed the review, but would not reveal what decisions had been made for the long-term future of the brands as the plans were commercially sensitive.

An Everything Everywhere spokesperson said: ‘We have completed the brand review as planned and have agreed with our shareholders the way forward for our brand strategy. Given its commercial sensitivity, further details will not be discussed. At this time, we are maintaining momentum by continuing to focus on both the Orange and T-Mobile brands.’

On Wednesday, Everything Everywhere revealed its Q3 results showing mobile service revenues down 1.9% on a year ago after impact of MTR cuts, as customer numbers began to stabilise with a 1.4% drop.

The operator is the UK’s biggest communications company with a combined customer base of almost 28 million people and more than 720 retail stores across the country.

Joe Fernandez

Written by Mobile Today
Mobile Today

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