BT plans mobile comeback as ‘virtual’ service provider

BT is returning to the mobile phone market at the end of this month with a new service called Mobile Sense.

The telecoms company abandoned the market in November 2001 when it sold off its mobile arm, mmO2. BT has now signed a deal with O2 to buy wireless capacity from the mobile network, and will operate as a “virtual mobile phone” business.

BT will sell its mobile phones solely through its website to target the niche market of men aged 25 to 45 and to boost its number of online transactions.

BT claims that the type of package it offers sets it apart from other service providers. When customers visit the site, they can select their own call-charge package based on the types of calls they make and the number of text messages they send.

“We offer a flexible solution for people who like to be in control of their affairs,” says a BT spokesman.

As with standard mobile phone packages, customers have to pay a monthly line rental and sign up to a 12-month contract.

BT will offer customers a choice of 12 mobile phones, which range in price from £10 to £199, from handset manufacturers such as Nokia, Sony Ericsson and Motorola. Included in the range will be the Sony Ericsson T68i, which has a plug-in camera that enables users to receive and send pictures.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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