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Everything Everywhere to launch new mobile brand in UK, reportedly to replace Orange and T-Mobile (update)

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T-Mobile and Orange UK brands will reportedly be rebranded to Everything Everywhere from October onwards.

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Everything Everywhere
Everything Everywhere

Everything Everywhere, a joint venture between Deutsche Telekom and France Telecom, will reportedly replace existing Orange and T-Mobile brands in the UK from October onwards. Although the joint venture was formed in 2010, following the merger of Orange UK and T-Mobile UK — both brands continued to operate individually. Sky News reports that this will start to change from October when new customers will join the Everything Everywhere brand as part of a rebrand plan.

Orange UK and T-Mobile UK brands will reportedly be dropped for all existing customers around March 2013 when migrations to the Everything Everywhere brand take place. Sky News claims the rebrand is designed to incorporate the new 4G services the carrier plans to offer. UK telecoms regulator Oftom granted its final approval for Everything Everywhere's 4G service this week, allowing it to launch as early as September 11th. Rival operators Vodafone and O2 both reacted with disappointment at the decision that means Everything Everywhere will be the first to offer 4G services in the UK ahead of its rivals.

Update: PC Pro is reporting that claims of a rebrand are "entirely speculative," according to an Everything Everywhere spokesperson. "We remain committed to our hugely successful brands Orange and T-Mobile and continue to invest in them for the foreseeable future."

Update 2: Everything Everywhere CEO Olaf Swantee has revealed in an interview with BBC television that Everything Everywhere will actually launch an entirely new brand later this year. He says it'll be offered alongside Orange and T-Mobile services, but wouldn't commit to how long that arrangement would last. It seems like the initial report of uniting branding under a new umbrella will indeed materialize, with the Orange and T-Mobile brands eventually being discarded in the UK market.