BT Mobile is back.
OK, so technically, the mobile network operated under BT's brand colours never went away. However, it did stop taking new customers back in October 2023. That's all changed with the latest shake-up to the multi-billion brand, announced in a glitzy event in Wembley Stadium fronted by its top-ranking senior executives.
A few years after BT rolled-out a software update to all BT TV customers that rebranded their set-top boxes to EE TV, part of a wider effort to let EE take centre-stage for the telecom giant, BT is ready to take the spotlight again.
As part of this renewed push, BT has launched its biggest ad campaign in a decade, pitching the brand as "Behind Brilliant Things". You'll be able to watch the advert, which is set to the sound of the BT Speaking Clock, across television and digital, with a nationwide billboard campaign also starting tomorrow, May 8.
BT will launch a new lineup of BT Mobile plans at an unspecified future date.
Available via eSIM, you can add one of these to your Android or iPhone by scanning a QR Code. By default, these mobile plans will come with the ability to screen unknown calls and check suspicous text messages, QR Codes, and email with an AI chatbot that's trained to spot scams.
It's similar to Spam Guard, a security feature that was recently supercharged for EE subscribers users. The latter remains more comprehensive, but costs a few pounds each month, while the version offered to BT subscribers comes at no extra cost.
Speaking at the announcement held inside Wembley Stadium, BT CEO Allison Kirkby believes that BT Mobile will be "complementary" to EE, and resurrecting the brand for mobile plans won't cause any confusion.
BT Chief Executive Allison Kirkby confirmed plans to relaunch BT Mobile as a SIM-only option for broadband customers already signed up with the brand during a press conference in Wembley Stadium, which is sponsored by EE – another brand owned by BT
|BT PRESS OFFICE
EE will remain the go-to brand for the speediest full-fibre broadband, flashiest new hardware, and subscription bundles. Meanwhile, the 180-year-old BT name will appeal to some of its most loyal customers, Ms Kirkby added.
However, those who have a BT broadband connection at home and want to add a SIM-only deal that can be managed from the same account and paid with a single monthly bill, these new BT Mobile plans should fit the bill nicely.
Going forward, BT Mobile will only be available for its broadband customers.
The telecom confirmed that it had "millions" of broadband customers across the UK, but wouldn't be drawn into an exact figure. BT Mobile won't offer any smartphones on pay-monthly contracts — you'll still need to pop into an EE Store if you want to upgrade to a new Samsung Galaxy or iPhone. As part of this shake-up, BT confirmed that it had redesigned the MyBT app from the ground-up to manage the new scam protection features, SIM-only plans, and more.
It comes a few days after BT started to roll-out a new Smart Hub 3 Wi-Fi router to new broadband subscribers. If you sign-up for a broadband plan from the brand online or in-store today, you're guaranteed to recieve one of these newer routers.
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"Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services," CEO Allison Kirkby told media in the audience. BT, whose competitors include VodafoneThree and Virgin Media O2, made EE its flagship consumer brand four years ago, before Kirkby reversed the decision last year.
Both BT and EE will continue to operate UK-based call centres. BT currently offers full-fibre broadband via its BT, EE, and Plusnet brands. BT Head of Consumer Claire Gillies said internal research conducted by the brand shows each of these brands appeals to a different group of consumers with different priorities.
During the announcement, BT pitched itself as the "digital backbone" for the UK ahead of the Euro 2028 tournament in 2028, where it will serve as the telecommunications partner for the tournament held in the UK and Ireland.
The telecom has already invested £25 billion into the UK's digital infrastructure, expanding its full-fibre broadband footprint and speedy 5G+ network. And it doesn't stop there, with a further £15bn pledged to cover millions nationwide.
Whether you're streaming the football from the sofa at home, sharing clips on social media from inside the stadium, or calling friends from the pub to talk about the action, BT expects record strain on the network during the hotly anticipated tournament. To accommodate the vast amounts of data, it will bring a 20% boost to capacity for its entire mobile network.
Guy-Laurent Epstein, Marketing Director at UEFA, who leads UEFA's commercial operations, including sponsorship and media rights for all competitions, such as the UEFA Champions League and Euro 2024, pictured with BT CEO Allison Kirkby during the announcement ahead of the 2028 tournament
|BT PRESS OFFICE
Chief Executive Allison Kirkby said: "UEFA EURO 2028 is a perfect example of a brilliant moment that BT sits behind. It will be an event of national significance that will connect the UK and a global community of fans, leveraging the unique strength of BT’s networks and technologies to deliver unforgettable experiences for fans, customers and the country.
“For 180 years, BT has played a critical role – trusted to connect people, businesses and communities. Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services, so that more of our customers and more of the country can experience and benefit from being connected by BT.”