Mobile Operators Ezine

BT Wireless, the mobile business of BT, today announced that the new consumer brand for the business will be O2. The holding company name will be changed to mmO2 plc effective immediately and upon demerger from BT, planned for later this year, the ordinary shares will be listed under this new name.

The operating units are expected to commence full migration to O2 for their customer products and services in Spring 2002.

The new brand, O2, embodies the Company’s ambition to provide essential, lifestyle-enabling mobile services to its customers. The Company’s strategy is to create one customer brand across its European footprint. The Company currently serves 16.1 million mobile customers in the UK, Germany, Ireland, the Netherlands and the Isle of Man. Genie, its integrated web and mobile portal, is one of the leading mobile internet businesses in Europe with 5.3 million registered accounts.

The unveiling of the new brand is an important milestone for the Company in the demerger process. This move follows BT Group’s announcement in May this year of plans to create two separately quoted businesses.

The new brand, developed in conjunction with brand agency Lambie Nairn, follows customer research and evaluation in each of the countries in which the Company operates. The results of the research demonstrate that the brand is recognisable and works internationally.

Peter Erskine, Chief Executive Officer 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 and practical services they truly value. O2 symbolises commitment.”

Milestones in formation of mmO2 plc