British Telecommunications is to stamp its mobile phone operations in the UK, Germany, Ireland and the Netherlands (collectively operating as BT Wireless) with a single, international brand name – as yet undisclosed.
In a symbolic break with the past designed to reassure investors that BT is moving forward, the telecoms group plans to rechristen the mobile business when it is de-merged and separately listed in the autumn. The local operations will also adopt the same brand.
The rebranding includes BT Cellnet, with 10 million subscribers second in Britain to Vodafone (although expected to slip into third place behind Orange in the near future). Also on the way out is Germany’s Viag Interkom – the decision to give Viag the international brand name is believed to have prompted the resignation of two of the German unit’s top executives on Monday.
News source: Financial Times