BT Returns To Mobile Market With New Offering

BT has announced plans to return to the mobile phone market at the end of this month with the launch of a new service called Mobile Sense.

The telecoms company pulled out of the market last year when it sold its mobile arm mm02. However, BT has signed a new deal with 02 to buy wireless capacity from the network and is planning to unveil a new consumer service in the next few weeks.

BT claims that the service, which will be promoted solely via the company’s website, is unique because its allows customers to select their handsets, talk plans and pricing packages online. BT Retail’s chief executive officer, Pierre Danon, said: “With this product we have a unique proposition that gives our online customers complete control over what they are charged, even allowing them to change their pricing package every month if necessary.”

He added: “Mobile Sense is not a mass-market offering, but it does represent a practical and low-risk first step into the consumer mobile space.”

BT expects the new service to generate around £44 million in consumers and new mobility revenue by 2004/2005.

Last month BT launched a £10 million TV advertising campaign in a bid to double the weekly take-up of its broadband internet service. The campaign, called ‘Possibilities’, is currently running across terrestrial, cable and satellite channels as key part of BT’s drive to achieve 1 million ADSL broadband connections by summer 2003 (see BT To Spend £1m A Day Promoting Broadband).

BT: 0207 469 2337 www.bt.com

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