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Orange UK
Syed Zainul Islam

IBA
COURSE CODE: MIS
553
COURSE FACULTY:
Yasmin Malik
ERP: 04122
1/3/2013

Note: This assignment has been done keeping in
mind the services provided by Orange UK and does
not include the contribution of EE (Everything
Everywhere)

About the company
Orange is a mobile network operator and internet service provider in the United Kingdom, which
launched in 1993. It was once a constituent of the FTSE 100 Index but was purchased by
France Télécom in 2000, which then adopted the Orange brand for all its other mobile
communications activities. Orange UK has since merged with Deutsche Telekom's T Mobile UK
to form a joint venture, Everything Everywhere. Orange UK has over 17 million customers
through its mobile and former broadband services.1
Everything Everywhere Limited, trading as EE, is a mobile network operator and internet service
provider company headquartered in Hatfield, United Kingdom. It is the largest mobile network
operator in the UK, with around 28 million customers.2 It operates under the T-Mobile, Orange
and EE brands and currently only offers its services within the UK.
EE is a 50:50 joint venture between Deutsche Telekom and France Télécom, formed in 2010
through the merger of their respective T-Mobile and Orange businesses in the UK.3
Brand Value
Orange’s brand rating goes up from AA to AA+, however the Enterprise value continued to fall
dropping another $10,333 million to $109,786 in 2011 (Figure 1).
In 2010 Orange and T-Mobile have joined forces to create a new brand called ′Everything
Everywhere′. The new brand propels them to becoming the biggest mobile operator in the UK.
“Our name is Everything Everywhere and that is exactly what we want to be to our customers”.
The new brand counts 28 million customers and employs 15,000 people.
As mentioned in Brand Directory, the brand value of Orange as of 31st December, 2011 is
currently $18,557m and the enterprise value is $ 96,884m (Figure...

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