Everything Everywhere is the clunky corporate name that many marketing experts thought should be ditched, and today the mobile giant which owns T-Mobile and Orange finally did just that, renaming itself EE.
The new EE name will become a consumer-facing brand for the first time as chief executive Olaf Swantee launches a new super-fast 4G service, called EE, in London and 15 other cities this autumn.
Swantee is taking the rebrand further, renaming more than 700 T-Mobile and Orange retail stores as EE.
Users will also see EE appear on the home screen of their phones to emphasise that it is one network, following a merger in 2009.
EE insisted it was not preparing to kill off T-Mobile and Orange, saying they would continue to “sit alongside” each other without causing confusion.
Meanwhile, Chinese telecoms firm Huawei will create 700 jobs with a new UK research centre, an investment said to be worth £1.2 billion.
