Company facts

BT Cellnet is a wholly owned subsidiary of BT and is the UK's second-largest mobile phone network. BT Cellnet launched in 1985 as a joint venture between BT (60%) and Securicor (40%). BT Cellnet acquired Securicor's share in the business for pounds 3.15bn in July 1999. Since its launch the company has invested over pounds 2bn in a national network that reaches 99% of the UK population. With more than eight million customers it is one of the top-ten cellular operators in the world.

The company's internet portal, Genie, was launched in May 1997. In January 2000 the company introduced the BT Cellnet Internet Phone - the first working commercial WAP service in the UK.

In July this year BT Cellnet and Lloyds TSB embarked on a joint venture to offer mobile banking and other services that will be available from November.

August 2000 saw the launch of a pounds 5m ad campaign, through Abbott Mead Vickers BBDO, to promote the company's simplified call charges for monthly paying customers.

According to MMS, the top brand supported by advertising in the year to March 2000 was BT Cellnet Internet Service with pounds 10,762,760.

Turnover: pounds 1430m

Operating profit: pounds 166m

Employees: c.5500

(year to August 31 2000)

Top marketers

Peter Richardson, marketing director, and Roger Vigilance, marketing director, global mobile internet

Advertising agency

Abbott Mead Vickers BBDO

Media buyer

The Allmond Partnership

Media planner


DM agency

Tullo Marshall Warren

Annual adspend (year to July 2000)

TV: pounds 15,421,987

Press: pounds 4,007,468

Radio: pounds 2,915,396

Outdoor: pounds 7,992,659

Cinema: pounds 1,641,418

Direct mail: pounds 4,578,335

Total: pounds 36,557,263

(Source: MMS)

UK headquarters

260 Bath Road, Slough, Berkshire SL1 4DX.

Tel: 01753 565000

Fax: 01753 565010

Web sites


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