By John Glenday

BT has surprised analysts by revealing that it intends to retain the EE mobile brand following last week’s £12.5bn takeover of the firm, ending suggestions that it would be ditched.

Far from anything quite so radical, BT will retain the existing consumer facing branding on its newly purchased network and High Street stores to maintain continuity with the firm maintaining its existing mobile, broadband and TV services.

The EE business will operate in parallel with BT Consumer which will offer a range of broadband, telephone, TV and mobile services with EE’s MVNO business rolled into BT’s wholesale and ventures arm.

This apparent steady Read full story ›

Source: The Drum