BT Retail plans mobile and gaming products

BT’s fixed-line residential business is planning to launch a range of products aimed at the gaming and mobile phone markets, in addition to its Internet and digital TV packages.

Angus Porter, managing director of BT Consumer, BT Retail’s consumer division, is seeking partners to develop products for the company’s 20 million-plus residential fixed-line customers.

Because of Oftel restrictions, BT would not be able to limit itself to an exclusive deal with BT Cellnet.

But Porter refuses to comment on whether he is in talks with BT Cellnet rivals, One 2 One, Vodafone or Orange.

He says: “There are potential [gaming] deals with hardware manufacturers and in the growing online market.”

Last week, BT Consumer launched discounted digital TV packages with BSkyB and ITV Digital – formerly ONdigital – for its customers, as part of a bid to become “a retailer of communication services”.

The offer is backed by a &£10m marketing drive, which will include a TV advertising campaign created by Abbott Mead Vickers.BBDO.

The move is part of a long-term strategy by BT Retail to hold on to its share of residential fixed-line customers. After coming under fire from cable operators and other telecom rivals, BT’s share of customers fell from 79 per cent in mid-1999 to 73 per cent earlier this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here