Posted by Kay on 8 February 2012
Ever since the merger of T-Mobile and Orange to form the joint venture known as Everything Everywhere, UK mobile phone users have wondered about the new company's eventual plans for the two brands now under their control. At first there seemed to be little impetus for Everything Everywhere to make major changes; both the Orange and T-Mobile brand name continued to exist, with customers of both receiving the advantage of having access to additional infrastructure to support voice calls and data usage.
Now, however, it seems that major changes may be in the works. Everything Everywhere has announced that while both brands will continue on, they will be carefully repositioned in an effort to take advantage of specific niches in the UK mobile phone market. The plan is to convert Orange into a premium brand designed to appeal to consumers with significant levels of discretionary income. One aspect to this plan is providing Orange subscribers with free access to a variety of mobile content, including Sky Sports.
Meanwhile, the T-Mobile brand will be tweaked to appeal most to consumers who prefer to take advantage of low-cost deals. T-Mobile will also attempt to capture the prepaid market. Marketing Week magazine has revealed that Everything Everywhere may spend as much as £15 million on an advertising campaign to emphasise the new positioning of each brand name.