BT Mobile goes fourth

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BT Mobile goes fourth

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BT Mobile goes fourth
BT announced this week its fourth launch of consumer mobile, following three failures since it split from O2 in 2001.
The product is SIM-only, low-end priced and lacks any ‘convergent’ features as yet, but is well structured to target those likely to take a BT mobile service in our view.
While its ambitions may be modest, take-up may well be higher than its over-ambitious over-complicated predecessors, as well as giving BT experience in cross-selling mobile prior to its EE acquisition.