BT Return to the Mobile Phone Market

BT has announced its return to the UK's consumer mobile phone market by setting up a MVNO agreement with its former cell phone subsidiary, mm02. BT plans to market the new MVNO service, branded Mobile Sense entirely over the internet at its main web site, which has two million registered users.

Pierre Danon, chief executive officer of BT Retail, said the new product was an innovative way in which the company could add value in the consumer mobile market. "Mobile Sense is not a mass-market offering, but it does represent a practical and low-risk first step into the consumer mobile space. I have said previously that we would not enter the consumer mobile sector unless we had something which brought a new dimension to this already competitive market. 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 packages every month if necessary.

"This is an opportunity with high-potential for BT, from which we are expecting to generate the majority of the targeted

Posted to the site on 3rd October 2002