Will Everything Really Be Everywhere?
Posted by Campbell Williams | 18 Aug 2010
Category: Mobility
I'm not a great fan of the name "Everything Everywhere" - fortunately, the joint venture entity won't trade under that brand - not least because it sets expectations rather high. It invites the obvious retort "Everything Everywhere? More like Nothing Anywhere!" but the reality might just match the hype.
I'm pleased to report that we're now in possession of some statistics that tell us they might just deliver the network and proposition we're hoping for. They come from the company itself but are "unofficial" until the combined network is lit up in September.
Firstly, the channel model: it will be 55% indirect and 45% direct. So we can put to bed the myth that most people (business or consumer) buy from the network direct. They don't, and the trend is heading inevitably towards indirect channels like Charterhouse.
Secondly, the brand positioning: the two brands will continue for the time being with T-Mobile being positioned more towards smaller companies and Orange towards larger companies. To all intents and purposes, the brand is irrelevant. Customers will be able to choose the tariffs and bundles that best fit their needs, as the network is the same. Any feelings about the brand to which they are contracted will be emotional and subjective only.
Thirdly, the commercial model: existing contracts will continue as they are, unchanged. At contract end, the customer will have the option to continue with T-Mobile (or Orange) or move to the other brand and take advantage of different packages. So there's no real change, just additional choices for business customers, with a stronger underlying network.
Finally, the combined network: it will be strong, possibly stronger than we anticipated. Some stats (compared to T-Mobile today):
- The network will have more than double the number of 2G sites
- It will more than double 2G indoor coverage (we won't bore you with the techie reasons why!)
- 3G coverage will reach 98% of the UK population, 20% more than now
- (O2 has 84% 3G coverage; Vodafone has 80% 3G coverage)
- EE will have 4,000-5,000 more 3G sites than any other network
Mobile broadband on T-Mobile is already industry leading with an average download speed of 1.3 Meg, making it somewhere between 20-30% faster than other networks. They've just won best mobile broadband 2010 from the comically named Broadband Genie; the combined network will only improve this class-leading position.
If you are on T-Mobile, and there's no T-Mobile coverage available but there is Orange coverage, it will pick up the Orange network. Likewise, Orange customers will move to T-Mobile where there's an Orange blackspot. The billing will be unchanged.
In short, there are five major areas of upside:
- Greater voice coverage due to increased network coverage
- Greater data coverage due to increased network capacity
- Far better 2G and 3G coverage indoors
- Ability to switch seamlessly between networks
- Retention of brands means there is still commercial choice
It's difficult to see any downside; if you're on another network, or T-Mobile/Orange, talk to us today about the differences these changes could make to your organisation.
