New UK mobile phone network brand in pipeline

PushON | August 29th 2012

Everything Everywhere (EE), the company behind the mobile networks T-Mobile and Orange, has announced plans to introduce a new mobile brand at some point later this year.

The new brand – the name of which has not yet been made public – is expected by many commentators to capitalise, at least partially, on the latest 4G mobile spectrum technology.

Dismissing some reports that the new launch would mean the ending of either T-Mobile or Orange as brands, EE’s head of PR and corporate communications, Mat Sears, said:

“We’re aiming to launch the new brand later this year and will position it alongside our existing Orange and T-Mobile brands.

“It will not replace them.”

Commenting on the development, Informa Telecoms and Media analyst, Thomas Wehmeier, said he believed that whereas Orange and T-Mobile had not, in his view, performed to EE’s satisfaction, the new brand would be designed specifically to target market leaders O2 and Vodafone. He said:

“The new brand will be positioned as a premium one and at the cutting edge of what is driving forward the mobile market.

“It won’t specifically leverage on 4G but will be connected to the fact that they will have hopefully achieved that leadership position [in 4G] for an undetermined length of time in the UK.”

Everything Everywhere is known to have requested trademark registrations for the names ‘4G Everything Everywhere’, ‘4G Everywhere’, ‘4G Everything’, and ‘4G Every’ – but it is by no means certain whether these applications are related in any way to the identity of the new brand.