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Orange and T-Mobile have rejected both T-Orange and L'Mobile for their new, combined branding.

Instead the new group will be known as "Everything, Everywhere". There's no website yet, but marketeers for the new group said the groundbreaking new brand was "a shared platform of strength, with each brand owning clear emotional territory in terms of propositions, marketing and brand identity."

But there's more - apparently the joint venture "intends to propel itself beyond mobile communications".

But T-Mobile and Orange will continue to be the new company's brands as far as consumers are concerned.

The first benefit customers will notice will come later this year when they will be able to roam on each other's networks at no extra cost. The group is also trumpeting the breadth of its high street network, which will span 700 stores, serving its 30 million customers. For now anyway.

The combined workforce of the new company will be 16,552, with just under 5,000 of those coming from T-Mobile.

Tom Alexander, from Orange, is chief executive of the new group, with Richard Moat, from T-Mobile, as his deputy and CFO. ®

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