BT to keep its name to please older customers

BT has scrapped plans to replace its name with EE when selling broadband and mobile packages to consumers, fearing it would alienate older customers. The company said in 2022 that it wanted EE to be its “flagship brand”, and only use BT when selling services to companies. It wanted to prioritise the EE brand because it has a good reputation for reliable signals and is popular across different age groups. But BT Chief Executive Allison Kirkby, who’s been in the role since February 2024, wants the...