9/9/2009 2:21:00 PM
T-Mobile to become one of many Orange brands
The T-Mobile/Orange joint venture could run its network as a separate company and develop multiple brands via a ‘very aggressive’ MVNO strategy.
According to media analyst John Strand of Strand Consult, the joint venture will run its network as a separate company selling traffic to a wide range of users, including multiple MVNOs.
Citing ‘excellent sources’, Strand said: ‘The joint venture’s network will be a factory that will produce and sell traffic, making it a much more efficient operation and making it easier to handle its relations with Hutchison, Virgin Mobile and MVNOs.’
The joint venture’s branding will be a multi-brand strategy, Strand said. ‘Orange will be a premium brand and T-Mobile a value brand. Virgin and 3 will also be on their network as a brand because of their co-operation with T-Mobile.
‘In addition, there will be a very aggressive MVNO strategy with many of them on the network, and these will help them to create even more brands on the market.’
Strand said the strategy was not about making T-Mobile a sub-brand, but rather about creating a plethora of brands under the joint venture.