Everything Everywhere is the rather bizarre new name for the merged UK businesses of Orange and T-Mobile.
However, it’s not a name consumers will have to get their heads round, as the two operators will continue to offer services under their own brands, run their own shops, manage their own service centres, and marketing campaigns.
Instead, Everything Everywhere is the new holding company that will run the carrier’s combined networks, and who all current employees will work for when it is formally initiated on July 1.
Tom Alexander, chief executive of Everything Everywhere, said the firm would be at the forefront of the mobile broadband revolution, by running “Britain’s only super-network.”
A look beyond the rhetoric reveals that the new firm will use its coverage and scale – the combined mobile networks offer access to half the UK’s mobile users – to push into new markets, including mobile advertising, m-commerce and business services.
T-Mobile is also likely to start offering fixed-line broadband in the UK, while Orange seeks to revive plans for broadband TV services, The Guardian reports.
Alexander told the newspaper the new company would expand the number of Orange and T-Mobile retail outlets, after speculation stores would close when the merger was announced.
However, the Daily Mail said some of the carrier’s combined 16,500 staff could be laid off, as part of a plan to cut £3.5 billion (€4.1 billion) in annual operating costs.