The T-Mobile and Orange brands will run indefinitely with each keeping an individual identity, Everything Everywhere CEO Tom Alexander told Mobile today.
He said: ‘We have no plans to change the brands. We have two brands which are household names and icons. Customers are members of the club.’
‘Multimedia is important to both, there are multi-media devices coming thick and fast. The mass market is about to explode. Everybody is going to want to do more than voice and text.’
The brands will differentiate in their handset portfolios and will attempt to compete while avoiding duplication. However, Alexander stressed that T-Mobile would not be positioned as the ‘value brand’.
He said: ‘T-Mobile is a brand for the people and the challenger brand. A lot of people get it wrong – T-Mobile has the highest contract ARPU in the country – it’s not low cost, it will just be different brands. We have something called “smart compete”. Both brands will compete and we want to exaggerate the personality of both.’
Meanwhile, T-Mobile and Orange may align their business brands under one name, as they seek to overtake Vodafone and O2 in the area.
For Tom Alexander interview, see this week’s Mobile, out 14 May.