- 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 ‘co-exist’ with its existing EE mobile network
If you’re a BT customer who prefers to have your broadband and mobile subscriptions 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 for UEFA Euro 2028, the company confirmed that BT Mobile – which was closed to new users in 2023 – will reopen to new and existing BT broadband customers in the near future.
BT Mobile plans will be eSIM only and come with AI-powered spam detection tools as standard. 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 in which BT will differentiate its two mobile brands. “Different customers want different things,” explained Claire Gillies, managing director, consumer at BT Group, in a panel discussion attended by TechRadar, “and each of our brands will have its own unique set of attributes […] BT Mobile and EE will live together [one another]that serve the customers best suited to [each brand]. We will target them separately.”
“We have a population at BT who talk about reliability. They talk about security, they talk about the support they get – having a UK-based call center is still very important to that population. And then you have the EE customer who are [part of] a busy family home looking for the latest innovations in technology, the fastest networks.”
“However, some customers would prefer to have all their services conveniently from one provider,” continued Gillies. “And to date, those customers have looked elsewhere for mobile, whether it’s against our EE brand or others in the market. This is an opportunity to bring more to them in a more convenient way, and of course provide 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 those mobile plans.”
BT Group chief executive Allison Kirkby was similarly optimistic about the ease with which consumers will perceive the differences between BT Mobile and EE: “We’ve been multi-branding for well over a year now and we’re very clear. [about] how we can differentiate the brands so that they complement each other. We also learned a lot about how to target better [customers] so the two brands working together can be more than some of their parts.”
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