BT weighs budget mobile flip-flop as MVNO competition hots up — report
Rumours resurface of a B-brand mobile revival, just 18 months after BT pulled Plusnet out of the segment. While CEO Allison Kirkby’s return to multi-brand in consumer may well require a targeted discount marque to match rivals, also-mooted MVNO acquisition would be more surprising…
This article includes:
- Themes: Average revenue per user (ARPU); Brand perception; Broadband; Budget mobile; Consumer segmentation; Discount services; eSIM; Fixed-mobile convergence (FMC); Handset sales; Household brands; Low-margin services; Mobile virtual network operator (MVNO); Multi-brand strategy; Network economics; Postpaid airtime; Strategic branding; Subscriber churn; Trademark registration; Virtual mobile services.
- People: Allirajah Subaskaran; Allison Kirkby; Claire Gillies; Cilesta van Doorn; Marc Allera.
- Geographic: United Kingdom.
- Organisations: Asda Mobile; BT; EE; Enders Analysis; Financial Times (FT); Fibrus; Giffgaff; Honest Mobile; ID Mobile; Lebara Mobile; Lyca Group; Lycamobile; Monzo; Netomnia; Ofcom; Plusnet; Revolut; Sky Mobile; SMARTY; Superdrug Mobile; Talkmobile; Tesco Mobile; The Telegraph; Three; Uncommon Creative Studios; Utility Warehouse; Virgin Media O2; Vodafone; VOXI; Your Co-op.
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