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Right to reply: Everything Everywhere’s ‘EE’ – what’s the benefit to yet another brand?

Carrie Pawsey, senior telecoms strategy analyst at Ovum, contemplates what is the benefit to launching yet another brand? And what are the implications of launching fibre services alongside?


As announced this week, Everything Everywhere’s EE brand will join its current T-Mobile and Orange brands into an already crowded market.
The long term objective of Everything Everywhere has always been to bring the EE brand to the UK market and therefore the timing is right in that it will be differentiated by being a 4G service.
However, from a strategic and cost position we cannot see this how sustaining three brands is a long term solution and the quicker the two legacy brands are withdrawn, the better for the business.
In regards to its fibre services, while the UK market is highly crowded, we think there is still an opportunity for a dominant total communications provider that gives users a fantastic experience whether it’s on fixed or mobile and that is where we think EE is going to position itself.
By Carrie Pawsey
Senior telecoms strategy analyst

Ovum

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