Struggling BT yesterday announced it is changing its BT Cellnet brand name in favour of a new international identity.
Cellnet, a well-known brand name in Britain, boasts more than 10 million users but its subscriber figures have been dropping and it is expected to end up in only third position in the mobile stakes when its quarterly figures are released next month.
BT will use the demerger of its BT Wireless arm as an excuse to rebrand local operations in the UK, Germany, Ireland and the Netherlands.
"We have not decided on a new name yet. Ideas are in the pipeline," said a spokesperson at BTCellnet.
But BT will have to shell out around £100m on its new Gladiator-style adverts, which are set to replace its current ET and 'surf the BT Cellnet' offerings.
"We appreciate it will be costly in the short term, but we are sure we will see the results, said a spokesperson for BT.
Now we can sit back and wait for the new 'glitzy' name. BT Mobile perhaps?