BT rebrands Wi-Fi service

BT Wi-Fi: simplifies service
BT Wi-Fi: simplifies service

BT is scrapping its two Wi-Fi brands BT Fon and BT Openzone to create a single brand identity, which it hopes will be simpler for customers to use.

BT Fon is a network of hotspots provided by allowing residential customers to share their Wi-Fi connection with other customers, while Openzone's hotspots are in business locations such as cafes and hotels.

The two brands will be merged under the new identity BT Wi-Fi.

BT has created a new logo that features the brand's white font against a rippled purple background. It replaces both the BT Openzone’s open door logo and BT Fon's man with waves logo.

The update is intended to make it easier for customers to find an out-of-home Wi-Fi hotspot.

Andy Baker, chief executive of BT Wi-Fi, said: "We wanted to make things simpler for our customers to make it easier to find a hotspot and get online."

It will be promoting the new brand on its website, though partner websites, point of sale and joint branded collateral on Wi-Fi partners’ sites, and signage on its buildings and phone boxes.

It will also be promoting BT Wi-Fi through online advertising.

BT Wi-Fi has more than 475,000 hotspots in London, 30,000 in Birmingham and Leeds, around 21,000 in Manchester and Sheffield, 24,000 in Edinburgh and more than 13,000 in Liverpool, Brighton, Bristol and Cardiff.

Its partners include Starbucks, Welcome Break, Hilton and Thistle hotels.

While BT claims to be the largest provider of out of home broadband in the UK, the competition is hotting up in the telecoms sector.

Virgin Media, which did not previously offer a Wi-Fi service recently stated rolling it out on London Underground, while BSkyB’s The Cloud now provides Wi-Fi on Network Rail, First Great Western, Glasgow subway and London Overground stations.

Follow Sarah Shearman on Twitter @Shearmans


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message