BT Mobile is doubling the size of its marketing department to more than 100 people in a major reorganisation which prepares BT further for its takeover of Cellnet.
The shake-up gives BT Mobile and Cellnet increasingly separate roles – the former dealing only with corporate customers and the latter with domestic users.
It also heralds heavy investment in new product development by BT Mobile. This will start with the launch of “One Phone”, the combined mobile and cordless phone, in September (MW April 23).
BT Mobile sold its domestic customer base to Cellnet, which is 60 per cent owned by BT, last October. This has allowed it to concentrate on the corporate market.
Securicor Cellular Services, which owns the other 40 per cent of Cellnet, also sold its domestic user base to Cellnet, giving the company more than 1 million new consumers in total.
BT Mobile has now created two marketing teams, one for new product development and one for existing products called “in life development”.
The reorganisation, which defines the roles of BT Mobile and Cellnet, is being seen as a build-up to BT’s long-anticipated takeover of Cellnet. BT is expected to buy Securicor Cellular Service’s 40 per cent share as soon as government fair trade restrictions allow.
Lynne Mills, BT Mobile new product development manager, will lead the 20-strong npd team – 16 are newly recruited marketers and four are from the division.