Bloomberg News

Everything Everywhere Will Cross-Sell Orange, T-Mobile Brands

May 29, 2012

Everything Everywhere, the U.K. venture of France Telecom SA (FTE) and Deutsche Telekom AG (DTE), will cross-sell products from both its Orange and T-Mobile brands in stores.

“We’re going to be announcing plans to sell T-Mobile products in Orange stores and Orange fixed-broadband at T- Mobile,” Chief Executive Officer Olaf Swantee said in an interview in London today. The company is not going to offer all products in all stores, “but it will be big parts of the portfolio,” he said.

Everything Everywhere, formed in a 2009 merger of France Telecom’s Orange unit and Deutsche Telekom’s T-Mobile division, last year said it will keep both brands to target different types of consumers. The London-based company became the largest mobile-phone operator in the U.K. after its merger, overtaking Telefonica SA’s O2 unit.

“With 34 percent market share, you have to have a segmented marketing strategy,” Swantee said today. “It doesn’t necessarily mean you have to be multibrand.”

The company will invest 50 million pounds ($78 million) in stores and training to implement the changes, he said.

To contact the reporter on this story: Jonathan Browning in London at jbrowning9@bloomberg.net

To contact the editor responsible for this story: Kenneth Wong at kwong11@bloomberg.net


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