Orange and TMobile unveiled their UK joint venture today. I was quite impressed with the slickness of the delivery of their online press pack, not that I often download press packs. It isn’t often I comment on purely mobile news. I’m into IP.
On this occasion however it is such a big announcement that it has attracted my attention. Such a large scale business has to figure out how to keep it’s messaging simple whilst communicating what is presumably a hugely complex change to the business. This I believe it has made a reasonable stab at:
- Everything everywhere
- Best for customers
- Biggest network
- Benefits begin this year with x-network roaming
- Boost for sales
- Brilliant service
- Acceleration into the business market
Whilst in principle a bigger and better network should server customers better there are a number of things to watch out for here.
- Bigger and better often means slower to respond.
- Bigger and better often means poorer customer service
- The business market is a completely different kettle of fish from that Orange and TMobile are used to
- It isn’t clear to me how the jointly larger high street footprint will result in a boost for sales unless they are jointly going to spend more money picking up customers than they used to and this has it’s downsides in terms of operating margins. They have to keep the brands separate or the likely result is a lower overall sales level (which might of course be accompanied by lower operating costs)
I should mention that as an O2 and Vodafone service provider I have an interest to declare but I’m not really letting that colour my opinions. The success of this venture is going to depend on how well they can make the complex business of running a mobile service simple. Only time will tell.
PS I’d love to have their marketing budget.
PPS It wasn’t immediately obvious to me that the name of the JV appears to be “Everything Eveywhere”. Marketing money well spent?