Orange UK and T-Mobile UK will retain their trading brands under their new joint venture company, called Everything Everywhere.
The pair have decided to retain their Orange and T-Mobile brands afterall, with each to be pitched at distinct market segments. Detail of where they respective brands will be directed is so far unclear.
Both brands will be represented in the market by their own shops, marketing campaigns, propositions and service centres. A release from the pair said the the existing brands own “clear emotional territory” in the market.
They will be run by parent company Everything Everywhere, and a single management team and combined workforce of 16,522.
The integration process starts July 1. It is unclear yet if there will be closures among the joint venture’s 700 shops, or how their respective sales, marketing, finance, HR and other functions will be integrated.
The leadership team to bring the merger off includes the following, each tasked with uniting departmental teams to deliver the Everything Everywhere proposition:
- Tom Alexander, chief executive
- Richard Moat, chief financial officer and deputy chief
- Andrew Ralston, chief commercial officer
- Guillaume van Gaver, vice president of marketing
- Mark Duncan, vice president of sales and loyalty
- Andrew Coull, vice president of retail
- Pippa Dunn, vice president of Orange Propositions
- Lysa Hardy, vice president of T-Mobile propositions
- Gerry McQuade, chief development officer
- Marc Overton, vice president of wholesale
- Martin Stiven, vice president of business
- Bruno Duarte, vice president of home
- Russel Taylor, vice president of business development and online
- Neal Milsom, vice president of finance
- Emin Gurdenli, vice president of network
- Fotis Karonis, vice president of IT
- Jackie O’Leary, vice president of customer operations
- Rui Pereira, vice president of the programme management office
- John Cromack, vice president of purchasing
- Linda Kennedy, chief change officer
- Ian Pitcher, vice president of people operation
- Nicolas Ott, vice president of strategy, planning and regulatory
- Steven Day, vice president of brands and communications
- James Blendis, vice president of legal
- Ben Messore, vice president of strategy
The pair said they will integrate their infrastructure, reducing the number of stations and sites in the process, to create a “single super-network.”
Customers will be able to roam across both networks at no additional cost later this year.
The new company has made customer service central to its new focus also, and will also look to lead in new revenue streams from wireless technology. It said it will also ramp up its activity in the business market to take on Vodafone and O2, the leaders in the sector.
Tom Alexander, chief executive of the Everything Everywhere joint venture, said: “Together, we are Britain’s biggest communications company, with over 30 million customers.
“We are on the verge of a communications revolution. Up until a few years ago, mobile was just about voice and text – not now. Multimedia phones have already started to change the way our customers access the world – for entertainment, education, information – wherever they are, whenever they want.
“That is why, through our scale and Britain’s only super-network with its
unsurpassed coverage and capacity, we will be leading this revolution, giving customers instant access to everything, everywhere.
“We are Everything Everywhere – it’s our name, our vision, and our ambition – and we run two of the UK’s biggest brands Orange and T-Mobile. It’s our vision to give our customers instant access to everything everywhere, opening up a world of endless possibilities.”
The company will have its headquarters in Hatfield, and key corporate offices in Bristol, Hatfield and London. Customer service centres in
Darlington, North Tyneside, Plymouth, Doxford, Greenock and Merthyr Tydfil will be retained.