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Article: TELECOMS: T-Mobile brand 'will likely fall on its sword in mobile merger'.(T-Mobile (UK) Ltd.)
- Article from:
- Marketing Week
- Article date:
- September 10, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The proposed joint venture between Orange and T-Mobile could see the launch of a new brand name in the next two years, with some observers already predicting that the days of the T-Mobile brand name in the UK are numbered.
While analysts and branding experts are not ruling out the creation of a new brand altogether, if it becomes a case of keeping France Telecom's Orange brand or Deutsche Telekom's T-Mobile in the UK, many expect that Orange will triumph.
The joint venture, if approved by the regulators, will see T-Mobile and Orange combine to take a 37% market share, making it the UK's biggest mobile operator and usurping Telefonica's O2 from the ...