When AT&T and Cingular merged in the US the Cingular mark eventually died out leaving only AT&T. many figured that when Orange and T-Mobile merged their UK networks one of the brands would eventually be killed off.
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Parent firms of the two wireless providers France Telecom and Dutsche Telecom has announced that both brands will remain operating in the UK. The reasoning for the two to keep operating is that they both have personalities the parent firms want to keep.
Orange is viewed as a premium offering while T-Mobile is seen as a straight forwards, volume oriented firm according to Orange CEO Tom Alexander. The merger will save money for both firms to the tune of £3.5bn.