Everything Everywhere, the parent joint venture of T-Mobile and Orange will apparently replace the individual brands from October 2012 onwards.

They recently posted their last 6 months earnings which showed a 3.4% growth in Q2 2012 year on year, and strong customer loyalty with a low churn level of only 1.2%. The joint venture theoretically created the largest UK network with a combined subscriber base of around 24 millions customers, however on the high street both brands retained their individual identities.

Sky News reports that this will start to change from October when new customers will join the Everything Everywhere brand, with Orange and T-Mobile phasing out around March 2013.

This comes alongside more EE news that after its trial, Ofcom and has granted Everything Everywhere approval to use its existing 1800 MHz spectrum to launch 4G services, meaning the network will be the first to be able to offer 4G to its customers.

Its unclear how long it will be before the 4G auction allows Vodafone and O2 to then begin offering their own nationwide 4G services, but the early launch into the market for Everything Everywhere will certainly provide them with a clear advantage.

Vodafone and O2 have already spoken out against this decision, with Vodafone stating:

We are frankly shocked that Ofcom has reached this decision. The regulator has shown a careless disregard for the best interests of consumers, businesses and the wider economy through its refusal to properly regard the competitive distortion created by allowing one operator to run services before the ground has been laid for a fully competitive 4G market.

and O2 quoted:

We are hugely disappointed with today’s announcement, which will mean the majority of customers will be excluded from the first wave of digital services. This decision undermines the competitive environment for 4G in the UK.

Ofcom said the move would deliver "significant benefits" to consumers that outweigh any competition concerns.

Source: Sky News