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
(year to August 31 2000)
Peter Richardson, marketing director, and Roger Vigilance, marketing director, global mobile internet
Abbott Mead Vickers BBDO
The Allmond Partnership
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
260 Bath Road, Slough, Berkshire SL1 4DX.
Tel: 01753 565000
Fax: 01753 565010