Yesterday, Ofcom gave Everything Everywhere's application to re-purpose some of its 1800 MHz spectrum for 4G LTE the green light. The telecoms regulator announced that Everything Everywhere, parent company of T-Mobile UK and Orange, had permission to deliver 4G coverage starting September 11. Since then, Everything Everywhere has confirmed plans to launch a completely new brand this year. This brand will not replace the already established T-Mobile or Orange brands. Instead, it will exist along side the two.
Speaking to Sky News, Everything Everywhere said:
"Everything Everywhere confirms that we are planning to launch a new brand in the UK later this year. This new brand will sit alongside our existing brands Orange and T-Mobile. We will reveal more information on our exciting plans in due course."
Though Everything Everywhere has yet to offer any details, it's possible the company could reserve the Everything Everywhere name for its 4G LTE service. Meanwhile, Everything Everywhere's competitors are left waiting until 2013 before they can roll out their own 4G LTE service. The telecoms watchdog this past summer confirmed plans to get the 4G auction rolling at the end of 2012.