After more than 30 years and a number of memorable advertising campaigns the BT brand is to be dialed down in favor of EE as the telecom group’s “flagship” consumer name. Marc Allera, head of BT’s consumer brands, said that it needed to “more efficient” and that BT and EE would no longer “both take center stage”. BT, which has about 25 million broadband, phone, TV and landline customers, told staff yesterday that it would begin making EE its “flagship” brand for consumers, focusing on bundled and future services. BT acquired EE, Britain’s largest mobile phone network, for £12.5 billion in 2016 and the EE brand was formed from the merger of France’s Orange and Germany’s T-Mobile in 2012. The BT brand is not being retired, though.

Source: The Times April 28, 2022 19:49 UTC