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T-Mobile EE

EE boss pledges commitment to Orange and T-Mobile brands

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By John Glenday, Reporter

April 29, 2014 | 1 min read

EE’s chief executive Olaf Swantee has scotched speculation that the broadband and cellular network providers constituent brands could be phased out in favour of the parent firm.

It follows a rebranding effort on all Orange and T-Mobile retail stores to sport the EE brand whilst a similar online has created a single unified web presence whilst a Kevin Bacon fronted advertising campaign has helped boost EE’s 4G customer base by 889,000 over the last quarter to hit 2.9m.

Despite this Swantee has pledged to continue providing sales and service to existing customers on Orange and T-Mobile 3G contracts, saying; “… we have millions of customers on Orange and T-Mobile accounts and we will continue to serve those and sell to them. We still see significant demand for Orange and T-Mobile products, but it's clear that 4G is growing, especially as more handsets are becoming 4G-enabled."

EE state that 50 per cent of new and renewing Orange and T-Mobile customers made the switch to 4G in the last quarter, boosted by the telecoms providers introduction of 4GEE Extra plans which offer double speed services.

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