- BT reopens its BT Mobile service to existing broadband customers
- These plans will be eSIM only and come with built-in spam detection tools
- BT says BT Mobile will “live alongside” its existing EE mobile network
If you’re a BT customer and prefer to bundle your broadband and mobile plans under one roof, you’re in luck: BT is bringing back BT Mobile.
At a press conference announcing BT’s appointment as the official telecommunications partner of UEFA Euro 2028, the company confirmed that BT Mobile, which was closed to new users in 2023, will soon reopen its new and existing broadband customers.
BT Mobile plans will be eSIM only and come standard with AI-based spam detection tools. Similar tools already exist on the BT-owned EE network, but EE charges customers £2 a month to access them.
This is just one of the ways BT will differentiate its two mobile brands. “Different customers want different things,” explained Claire Gillies, CEO, Consumer at BT Group, during a panel discussion attended by TechRadar, “and each of our brands will have its own set of attributes. […] BT Mobile and EE will live side by side [one another]serving the customers most suited to [each brand]. We will target them separately. »
“We have a population on BT who talk about reliability. They talk about security, they talk about the support they receive – having a UK-based call center continues to be very important to that population. And then you have the EE customer, who is [part of] a busy family home, looking for the latest technological innovations, the fastest networks. »
“But some clients would prefer all their services to come from one provider,” Gillies continued. “And so far, those customers have looked elsewhere for mobile, whether it’s our EE brand or others in the market. This is an opportunity to bring them more in a more convenient way and, of course, give them the benefits that come with that, including a better, more reliable network and a more secure network, because we’re starting with security built into these mobile plans.”
BT Group CEO Allison Kirkby was also optimistic about how easily consumers will see the differences between BT Mobile and EE: “We have been working with several brands for over a year now, and we are very clear. [about] how to differentiate brands so that they are complementary to each other. We also learned a lot about how to better target [customers] so that both brands working together can represent more than just some of their parts.
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