Everything Everywhere, the joint venture between British mobile network operators Orange UK and T-Mobile UK, is planning to cross-sell the products of both cellcos in its retails stores, Bloomberg reports. Olaf Swantee, Everything Everywhere’s chief executive officer, is cited as saying: ‘We’re going to be announcing plans to sell T-Mobile products in Orange stores and Orange fixed-broadband at T- Mobile.’ While it is understood that the company will not offer its entire product range in all stores, the executive has said that stores will carry ‘big parts of the portfolio’. Around GBP50 million (USD78 million) will be invested in order to implement the changes.
As previously reported by CommsUpdate, in January 2012 it was claimed that Everything Everywhere was considering dropping its two existing brands and introducing a new name. Local press cited a prospectus for a bond issue published by Everything Everywhere as detailing possible changes to the company’s branding, with the document noting: ‘The development of an additional or new brand by the group is an option under consideration, which may be complementary to or in substitution of one or both of the existing brands of T-Mobile and Orange.’ The company, however, refused to confirm its exact plans regarding future branding, although an unnamed spokesperson was quoted as saying: ‘On 26 October 2011, we announced that we had completed the brand review as planned and have agreed with our shareholders the way forward for our brand strategy … Given its commercial sensitivity, further details will not be discussed. At this time, we are maintaining momentum by continuing to focus on both the Orange and T-Mobile brands.’