Orange/T-Mobile merger to get a new brand identity
Added: (Thu Apr 01 2010)
The name of the new joint venture which is slated to take place in the near future between Orange and T-Mobile UK is unofficially revealed.
The news were floating about the merger of T-Mobile and Orange to become a single entity in the UK. However, the name of the new trading company was not finalized at that time.
As of now, Orange and T-Mobile Phonesare looking forward to combine their brand identity to what it would be called 'TOM', an acronym of T-Mobile Orange Mobile.
Orange spokesperson, denying all the suggestions about Orange chief executive Tom Alexander made it a term of his contract that the name of the new trading entity would eventually be kept after him, stated that 'TOM' was selected because of its futuristic approach of “tom-orrow”.
Both orange and T-mobile will cease to exist after the tie-up in April. The entities will be retained for around 18 months, however, their assets and brands would be operated by the new trading company.
On the concern of consolidation of assets, letting in a staff of more than 19,000 employees “it would be quicker than one can expect it to be”. The B2B channels of both the entities are expected to be merged by September. The retail stores of both the entities are also expected to work off the same pattern by September.
Where chief executive of Orange UK is to be the chief of the new trading company, T-Mobile UK managing director is to be the chief operating officer of the business.
Submitted by:Shan Polluk Find out more.