Everything Everywhere - The Crazy New Name For Orange, T-Mobile UK
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How lacking in focus does your business have to be to call itself “Everything Everywhere”? That’s what the UK divisions of T-Mobile and Orange are calling their newly-merged joint venture backend.
The pair couldn’t come up with a good name to unite the carriers on the consumer end - they will continue to operate to customers under their original monikers. Instead, the worst of the names is reserved for the parent company of the 16,500-employee, 30 million-customer group.
Says Everything Everywhere’s CEO Tom Alexander, who was Orange UK CEO, in the announcement: “Up until a few years ago, mobile was just about voice and text – not now ... It’s our vision to give our customers instant access to everything everywhere, opening up a world of endless possibilities.”
That’s the way all triple- or quad-play operators, indeed all media operators, are thinking nowadays - but most others leave the underlying company strategy more of a motto than the name itself; and even quad-play operators have limits to their business scope. The combined group’s VP of brands (note the plural) and communications is former Orange chief marketer Steven Day.
about 1 year ago
Several variations on “Everything Everwhere” are unavailable as domain names. The company as incorporated in March. Orange has always had amongst the greatest ever marketing slogans in “The future’s bright, the future’s Orange”.
The announcement says: “The company intends to propel itself beyond mobile communications, with a greater focus in developing new revenue streams based on the way customers will use their devices in the future.
“With greater scale, the company intends to develop new revenue streams in adjacent markets, such as mobile advertising and mobile commerce.”
Orange was already beginning to operate with promise in these areas, having acquired the Unanimis ad network and absorbed the Blyk ad-funded free virtual mobile network. T-Mobile, not so much. Some inferences from this outlook - a reboot for Orange’s stalled UK IPTV proposal, and offering Orange’s home broadband through T-Mobile.
But they will now each retain their own stores, campaigns and call centres - thereby surely negating some of the cost savings that the JV was originally slated to unlock. Most savings look like coming from the network end, where Everything Everywhere will create a single station infrastructure.
Posted In: Mobile, Companies, France Telecom, Orange, T-Mobile
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