UK's EE Starts Phasing Out the Orange Brand Name
Published on: 21st Apr 2014
UK based EE is continuing its rebranding exercise and is starting to wind down the websites of its two constituent networks Orange and T Mobile.
EE was formed from the merger of the two UK mobile networks, and retained their separate brand identities for a couple of years, but is now moving to just the EE brand in future.
As a result, the T-Mobile website already points directly to the EE website, and the Orange web portal now directs customers to the EE website for mobile services, although it still hosts the general news content on the Orange site.
Orange spent a lot on trying to build its website into a general purpose consumer news service, and once bought a computer generated talking head, Ananova to present the news.
The move to drop the Orange name though may prove controversial as it was one of the most high profile marketing launches when it emerged exactly 20 years ago, and was later adopted as the main brandname by its parent company, France Telecom.
At the time it had a catchy slogan, "The Future's Bright, the Future's Orange".
Not in the UK it isn't -- the future's EE.