|
News
Issue #2001 - 37
(September 2001)
(Updated
Sept. 12, 2001)
INFRASTRUCTURE, PRODUCTS & SERVICES
Breathing New Life into BT Wireless
To breathe new life into
BT Wireless, after its de-merger from its parent British Telecomm,
later this year, the telecom announced that its consumer brand will
be known as O2. The holding company name will change to mmO2 plc.
Peter Erskine, CEO of mmO2 plc, said, "We have chosen a
brand identity that is modern and universal. "We aim to build
inseparable relationships with our customers," by delivering
exciting products and services that will differentiate BT Wireless
from BT.
The company wants to establish one customer brand across its
European footprint thus all current brands will come under the
umbrella of O2.
- BT Cellent serving the U.K.
- VIAG Interkom in Germany
- Telfort in the Netherlands
- Digifone in Ireland
- Manx Telecom serving the Isle of Mann
- Genie, the company’s wireless Internet service
"Brands are going to be increasingly important and Orange
has shown you can generate significant levels of loyalty,"
James Enck, an analyst at Daiwa SBCM Europe, told Bloomberg.
"BT [Wireless] is trying to do the same thing, but they’re
starting from a point of weakness in Germany."
Many industry observers concur with Mr. Enck. VIAG Interkom is
vulnerable and will, more than likely, die a slow death under mmO2.
BT Wireless’ 16.9 million customers can expect to receive their
products and services under the new brand by the spring of 2002, the
company said.
For more information: http://www.groupbt.com/businesses/btwireless.htm
Mobileinfo Comments and Advisory: Giving
itself a new name with heavy oxygen content will not do much good to
what was BT Wireless. It will, however, keep their advertising agency
busy and give them something to talk about. Do consumers really care
about a name like mmO2 plc?
Note: This news release may contain
forward-looking statements. Readers should take appropriate caution in
developing plans utilizing these products, services and technology
architectures. All trademarks used in this summary are
the property of their respective owners.
|
