Something somewhere
Mobile phone operators Orange and T-Mobile have unveiled six shops that offer both an Orange and T-Mobile retail experience. Yes, shops. We're willing to move to ‘store' for app marketplaces, but unlike the author of this press release, we don't see why we should concede ground to the States on bricks and mortar shops. And it's not like they're barns or warehouses anyway. </rant>
In keeping with the tentative, incremental nature of the combination of these two companies' UK operations, this is being positioned as a trial, which can presumably be abandoned if it all goes Pete Tong. Also, the trial is not a true combination of the two - rather a concession for one within the other, as illustrated by the T-Mobile bookshelf moved into a Bridgend Orange shop below.
Orange is also extending its franchise operation, following the success of a pilot franchise in Bridlington. New franchised shops will open in Caerphilly, Leeds and Letchworth before Christmas, which will be run by local entrepreneurs who have proved their ability to run a franchise. This is apparently also still in the trial phase, but there are expected to be more new franchises in 2011.
"Our 720 strong retail footprint is at the heart beat of Everything Everywhere and we are really excited about our growth plans," said Andrew Coull, VP of retail at Everything Everywhere. "Both the franchise and dual branded trials give us an amazing opportunity to extend our reach into new places and importantly give our customers even more choice in existing locations."
