Today looks to mark the end of T-Mobile and Orange here in the UK, or at least the beginning of the end. We’ve had our suspicions since last March when EE stopped Orange and T-Mobile sales on-line. Now, in an interview with Mobile News, EE chief commercial officer Marc Allera has revealed that they are to stop offering any Orange or T-Mobile plans. Yes, from today, EE will stop offering T-Mobile and Orange deals completely. Indirect channels will cease a month today (March 2nd).
Only 10% of EE customers are on either Orange or T-Mobile now. Meanwhile, of the 90% who use EE, 7.7 million (or a third) are on 4G contracts.
Mr Allera revealed that, during the last two months, 92% of new and upgrade connections have been to EE contracts..
It has been something we have discussed for many months now, but we didn’t feel it would be right to push the button on the activity until we had a 90 per cent or more mix of customers opting for EE.
Only one in ten of our customers are now connecting to T-Mobile and Orange and we are confident the transition to a single EE brand is now the right thing to do.
If you’re on an Orange or T-Mobile contract then it’ll run until your contract expires, then you’ll have to upgrade to an EE contract or switch network. Offers will be made available to those wanting to switch from legacy contracts.
Staff members won’t be affected and Allera states that…
Two years ago the Orange and T-Mobile brands in the UK were very important to us when EE was a new brand and had to establish itself. It’s very much achieved that goal.
There’s been an unrelenting focus on 4G, selling the benefits and broadening our appeal. We are now synonymous with superfast speeds and innovation.
Of those choosing 4G on EE, half have chosen the double speed 4GEE Extra service, which adds extra speed.
Are there any of you out there still on Orange or T-Mobile? What are your thoughts? Should we lament the loss of these brands?