We now know more about the strategy behind the rapprochement between the UK operators Orange and T-Mobile UK. The joint venture will be called Everything Everywhere and maintain operations of both brands.

Everything Everywhere logoLes operators Orange UK and T-Mobile UK have been brought together to be one of the largest operators in the UK. After some criticism of the power of this new giant capable of gathering than 30 million customers, and guarantees to the European regulator, is the strategy of the new group is revealed.

And it starts with the naming. The new entity will name an ambitious Everything Everywhere, while maintaining the use of brands Orange and T-Mobile, which retain their identity.

No visible change but a better service

By pooling facilities and teams, this new operator promises to have a “super-network” and a mobile sales force of some 700 shops in the country. Each brand will retain its shops and finally its marketing but efforts will be coordinated by a single company that will put forward a strategy.

But for the customer, “Orange and T-Mobile will continue to compete in the market as distinct brands, each with its own shops, advertising, products, and service centers.”

One should also not finding the name Everything Everywhere commercial products, the latter referring to the management company behind Orange UK and T-Mobile UK, which will be formally established on 1 July 2010.

The headquarters of Everything Everywhere will be based in Hatfield, Hertfordshire, and have a staff of 16,500 people combined (11 600 from Orange and 4900 at T-Mobile).

Strategy – Despite its 2 billion investment over 5 years, the group nevertheless believes that all operators must invest in the same manner and at the same speed in dense areas. Translation: Orange has the means to deploy more quickly but will not do.

At the 4th Focus on the Very High Speed, which took place last week, Pierre Louette, brand new Secretary General of Orange, threw a stone into the pond.

“We will invest 2 billion euros [in the deployment of fiber optics, ], but we limit this effort because if we go too fast, you could accuse us of stifling competition.”

A statement that the donation was greatly annoy the participating officials, including Senator Moray who is currently working on ways to find additional funds to meet government objectives in this area: 75% of the population covered by 2020 and 100 % in 2025 …

At a stage of Orange on Monday fiber, Yves Parfait, Project Director of the opera La Fibretor, gave us some explanations on this position that has surprised some.

38,000 FTTH subscribers Orange

“Specifically, since the regulatory issues are fixed in dense areas, we resumed our massive investment and we reiterate our plan works: two billion euros between 2010 and 2015.

“However, we must find a middle ground, not going too fast to avoid being accused of pre-empting the market. In these areas, it is essential that all stakeholders, Free and SFR, go to the same speed-to-market . Everybody should make efforts in parallel.

It’s a bit first, the incumbent cares about the competition and not trying to take the market rate. “There are 270,000 buildings in Zone 1 fiberize …” , Says Yves Parfait.

Some may think while France Telecom lifts his foot while France is falling behind in broadband. “This is part of the paradox. Some accuse us of going too fast, others slow it is to place the cursor at the right Endroit, “the manager.

Meanwhile, the group believes the market is now ready for the fiber, despite still low subscription numbers: 75 000 customers in FTTH (fiber to the home) in late March, only 5,000 more in a quarter.

“Demand is soaring, there is a real appetite for the service,” said Yves Parfait indicates that the supply of fiber at end-March Orange had 38,000 subscribers representing a market share of 50% over FTTH in France.

“With rates close to ADSL and benefits identified, the fiber becomes possible for more and more homes,” he adds. Exactly what are these identified benefits that differentiate the fiber of ADSL?

There is the simultaneity of uses in the home, the ability to upload large volumes of “a particularly appreciated by consumers,” said Orange. But is 3D on the operator set.

“Only the fiber can provide 3D consumes up to 22 Mb / s and programs using this technology have a real success.” Still, these programs are still rare andpoint (sporting events …). The catalog will initially expanded in order cristallier pending.

3D as a selling point

But Orange is serene. “ADSL has been slow to take off, the needs were not immediately identified, but when you drop in the fiber, it refuses to go back,” enthuses the project manager who nevertheless refuses to set targets encrypted.

If things are settled in an area where the business model is clear, moreover, the frame is still unclear and France Telecom concedes be pending.

“We still need to wait and see what comes out of the consultation the regulator. Various models are possible co-financing, it also conducts experiments with Free and SFR in Meaux, Bondy, Palaiseau. We have no doctrine but there is a challenge: quickly adopt a model for the simultaneous deployments, “said Yves Parfait.