- BT is reopening its BT Mobile service to existing broadband customers
- These plans will be eSIM only and will come with built-in spam detection tools.
- BT says BT Mobile will ‘coexist’ with its existing EE mobile network
If you’re a BT customer and prefer to have your mobile and broadband plans under one roof, you’re in luck – BT is bringing back BT Mobile.
At a press conference announcing BT’s appointment as official telecommunications partner of UEFA Euro 2028, the company confirmed that BT Mobile, which 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 will come with AI-based 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,” Claire Gillies, BT Group’s chief consumer officer, explained in a roundtable attended by TechRadar, “and each of our brands will have their own unique set of attributes.” […] BT Mobile and EE will coexist [one another]serving the clients best suited to [each brand]. “We will attack them separately.”
“We have a population at BT who talk about reliability. They talk about security, they talk about the support they receive – having a UK-based call center is still very important to that population. And then there is the EE customer, who is [part of] a busy family home, looking for the latest innovations in technology, the fastest networks.
“But some customers would prefer to have all their services conveniently from one provider,” Gillies continued. “And to date, those customers have been looking for mobile devices elsewhere, whether it’s our EE brand or others on the market. This is an opportunity to give 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 those mobile plans.”
BT Group chief executive Allison Kirkby was equally optimistic about how easily consumers will see the differences between BT Mobile and EE: “We have worked with multiple brands for over a year and are very clear [about] How can we differentiate brands so that they are complementary to each other. We have also learned a lot about how to better target [customers] so that the two brands working together can be more than some of their parts.”
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