Wheel to unify BT Cellnet sites

BT Cellnet has appointed Web agency Wheel to merge its consumer and corporate websites into a “single cohesive site” (btcellnet.net) for use as a customer acquisition and retention tool.

The first phase of the relaunched site is expected to go live in July. Wheel is tasked with pulling together the various elements of BT Cellnet’s Web presence.

The aim is to develop a Web-marketing tool that will have the multiple functions of profiling customers, driving registrations and providing opportunities to crossand up-sell goods and services.

Wheel business manager Michael Wrigley adds: “The brief allows us to showcase our core skills – branding, creativity, strategic advice, implementation and project management.”

BT Cellnet has about 10.25 million customers using its voice services, including over 1 million customers with mobile Internet-enabled phones. But its number two position after Vodafone has come under increasing threat from third-placed Orange, which is the UK’s fastest-growing network. Cellnet has also stated that it wants to switch its focus from pre-pay customers to higher-paying subscription-based customers.

Wheel, which won the account following a six-way pitch, has had a turbulent few months. The result of a merger last December between Pres.co and Foresight, Wheel recently split back into its two constituent parts, with Pres.co retaining the name. A fifth of the workforce was cut because of the demerger.

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