Orange and T-Mobile have announced that their merger will be finalised on 1 July, and that the two companies will be known collectively as Everything Everywhere.
Each organisation will keep its shops, marketing campaigns and service centres, and appear as a separate brand on the high street, but will be centrally managed by the new entity.
The combined operation will boast a workforce of 16,500 in 700 stores nationwide, serving 18 million customers on pre-pay deals and 11 million on contracts.
Orange chief executive Tom Alexander, who will become chief executive of Everything Everywhere, claimed that the new company will meet the shift in the way users interact with mobile networks.
"We are on the verge of a communications revolution. Multimedia phones have already started to change the way our customers access entertainment, education and information wherever they are and whenever they want," he said.
"That is why, through our scale and Britain's only super-network with its unsurpassed coverage and capacity, we will be leading this revolution, giving customers instant access to everything, everywhere."
Ian Fogg, a principal analyst at Forrester, believes that the move to keep the brand names separate will avoid any confusion for consumers and allow each company to focus on its traditional market areas.
"Although the Everything Everywhere name is a mouthful, it will not be customer-facing. By keeping the names separate T-Mobile can continue in its position of providing more value-led services, while Orange can offer more premium services," he said.
"They will also have been keen to avoid any rebranding exercises. Orange has has difficulties with that in the past when it bought Freeserve, changed it to Wanadoo and then to Orange."
Fogg added that operators such as O2 and Vodafone may look to take advantage of any slowdown by Everything Everywhere as it evaluates new products and policies when the joint venture is completed.
However, in an embarrassing revelation, it appears that the new company has failed to secure the Everything Everywhere name as either a .com or co.uk domain.
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