BT Consumer returns to multi-brand approach to ‘defend and win’ against altnet incursion

Joseph Purnell2025-05-27T12:59:00

Source: BT

FY24–25: BT CEO Allison Kirkby has found an ally in new Consumer boss Claire Gillies as they work to undo ‘underweight investment’ in BT and Plusnet brands of recent years. U-turn on New EE strategy sees multi-brand approach ‘reactivated’, regional campaigns to beat local altnet competition…

This article includes:

Organisations: BT; BT Consumer; EE; Openreach; Plusnet.
Geographic: UK.
People: Allison Kirkby; Claire Gillies; Marc Allera.
Themes: Altnet competition; Brand consideration; Broadband; Fixed-mobile convergence (FMC); FTTP; Marketing investment; Mobile contracts; Multi-brand strategy; Platform approach; Pricing comparator; PSTN; Regional campaigns; SIMs per household; SME; SoHo.
Events: BT Group earnings for FY24–25.

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