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Both Orange and T-Mobile will retain their individual brandings in the UK market, despite merging to form a new company, it has been reported.

According to the BBC, neither will be phased out following the UK merger of France Telecom and Deutsche Telekom's mobile broadband operations.

Earlier this week, it was revealed that the two former rivals would become part of Everything Everywhere, a new company with a combined customer base of 30 million people.

Tom Alexander, Chief Executive of the firm, said that Orange and T-Mobile had individual "personalities" it would be seeking to retain and strengthen.

He claimed that while T-Mobile has a "straightforward, value-orientated appeal", Orange is seen as offering more premium services.

"We are Everything Everywhere – it's our name, our vision, and our ambition – and we run two of the UK's biggest brands Orange and T-Mobile," Mr Alexander added.

Mobile broadband provider 3 has vociferously opposed the merger agreement, which it believes risks creating an industry monopoly.

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