Telecommunications giant BT on Tuesday re-entered the mobile market it quit a year ago with the flotation of its MMO2 unit (formerly BT Cellnet).

Using the network operated by its former subsidiary, BT now plans to sell wireless services to consumers under its own branding – a strategic volte face having said earlier this year it would not do so.

Back in April BT Retail’s chief executive Pierre Danon opined that the company was unlikely to make money from the consumer sector as any re-entry would be at the bottom of the pile, number six in a field of six.

The change of heart reflects BT’s need to hit its self-imposed 6% per year annual growth target over the next three years. It forecasts that its latest foray into the mobile market will help it generate consumer revenues of £44 million ($68.81m; €70.02m) by 2004-2005.

Data sourced from: Financial Times; additional content by WARC staff