The Everything Everywhere (EE) and T-Mobile brands are about to be dropped in favour of Orange, according to a Mobile Today report.
Everything Everywhere has refused to comment on its rebranding strategy.
EE, which has refused to comment on any rebranding plans, is said to have been working on a rebranding strategy that would see the poorly received Everything Everywhere brand and the more respected T-Mobile abandoned, according to Mobile Today, which cited an unnamed and "well-placed" source.
An EE spokesman told Mobile Today that it had completed a rebranding strategy in October 2011 and agreed a future direction with EE's shareholders (France Telecom and Deutsche Telekom). "Given its commercial sensitivity, further details will not be discussed," said the EE spokesman. "We are as committed to the Orange and T-Mobile brands as we have ever been and are launching new marketing campaigns from both brands this week."
A bond prospectus issued to shareholders by EE in February stated that the company had considered a range of options for its brand. However, while developing a new brand--which may be complementary to or in substitution for one or both of the existing brands of T-Mobile and Orange--no conclusions were published.
Rumours have previously circulated over EE's plans for the Orange and T-Mobile brands, and were given fresh impetus when Olaf Swantee, who was appointed EE CEO last September, labelled the Everything Everywhere brand as being "silly."
Any decision could become urgent if Deutsche Telekom moves forward with plans to sell its T-Mobile operations in the UK, which is reported to be under discussion.
- see this Mobile Today article
Everything Everywhere CEO calls brand 'silly,' but analysts praise Q3 results
Report: Deutsche Telekom mulls sale of UK, Dutch subsidiaries
Everything Everywhere stays tight-lipped on branding strategy
Everything Everywhere overhauls Orange, T-Mobile brands
Everything Everywhere pours £1.5B into three-year network upgrade plan