BBC Homepage World Service Education
BBC Homepagelow graphics version | feedback | help
BBC News Online
 You are in: Business
Front Page 
World 
UK 
UK Politics 
Business 
Market Data 
Economy 
Companies 
E-Commerce 
Your Money 
Business Basics 
Sci/Tech 
Health 
Education 
Entertainment 
Talking Point 
In Depth 
AudioVideo 

Thursday, 24 May, 2001, 11:54 GMT 12:54 UK
BT mulls Cellnet rebrand
BT Cellnet is considering a rebrand
This logo's days may be numbered
British Telecom is playing down reports that it plans to rebrand its mobile phone units, but admits discussions have taken place.

Press reports on Thursday said that the company may replace its mobile phone brands, including BT Cellnet, with a single international identity.

BT has already said it plans to rebrand BT Cellnet's holding company BT Wireless when it is floated as a separate operation later this year.

But a spokesman told BBC News Online that there were "no immediate plans" to rebrand its consumer-facing operations.

Nevertheless, he said BT's consumer brands are "under constant review", adding discussions over a change of name for BT Cellnet have taken place "from time to time".

BT Cellnet is Britain's second most popular mobile network.

Disappointing

The denial follows a report in the Financial Times newspaper on Thursday that BT is planning to rebrand BT Cellnet to break with a disappointing past performance.

It said the troubled telecom giant, in the middle of a major restructuring, hopes to use the demerger of BT Wireless as an opportunity to re-brand its local operations in the UK, Ireland, Germany and the Netherlands.

When BT Wireless is separately listed this autumn, BT will use the same new name for both the parent group and the UK retail operations, the newspaper said.

Less established networks such as BT's subsidiary in Germany, Viag Interkom, will be rebranded soon after, the paper added - a claim that BT has denied.

However, a spokesman refused to rule out a name change for BT Cellnet at some point in the future.

When BT Wireless is demerged, the remainder of the company, which includes the core fixed-line business, is to be renamed Future BT.

Existing BT shareholders will hold shares in both companies.

The changes are part of an ongoing attempt to convince investors that BT is learning from past mistakes as it raises 5.9bn through a rights issue to reduce its 30bn in debt.

Search BBC News Online

Advanced search options
Launch console
BBC RADIO NEWS
BBC ONE TV NEWS
WORLD NEWS SUMMARY
PROGRAMMES GUIDE
See also:

23 May 01 | Business
Q&A: BT rights issue
21 May 01 | Business
Trade starts in BT share rights
18 May 01 | Business
BT launches GPRS phones
11 May 01 | Business
BT hit by double whammy
Internet links:


The BBC is not responsible for the content of external internet sites

Links to more Business stories are at the foot of the page.


E-mail this story to a friend

Links to more Business stories