BT brand to retain consumer spot after strategy rethink
BT to keep titular brand running alongside EE in the consumer space, reversing a decision to scrap the BT marque. Move reportedly made to retain “older customers” familiar with legacy branding, as BT faces imminent migration of customers onto newer services…
This article includes:
- Organisations: BT; BT Business, BT Consumer; BT Group; Bharti Enterprises; EE; John Lewis; Openreach; Plusnet.
- Geographies: Europe; United Kingdom (UK).
- People: Marc Allera; Allison Kirkby; Stephen Lewis; Sunil Bharti Mittal.
- Themes: Branding; Broadband; Consumer (B2C); Convergence; Copper; Discounts; Enterprise (B2B); Fibre (FTTP); Fixed-mobile convergence (FMC); Marketing; Mobile sector; Public Switched Telephone Network (PSTN); Strategy.
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