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Freeserve, the UK's biggest ISP, is to change its name to Wanadoo, bringing it into line with its French parent, according to the Sunday Telegraph.

Nicolas Dufourcq, Wanadoo chief executive, is backing the move, which will see Freeserve rebrand as Wanadoo as early as next year, the paper reports.

Around 2.5 million Freeserve customers will see their email addresses changed to @Wanadoo.co.uk.

The rebranding exercise could cost as much as £30m but
Wanadoo reckons it can achieve savings on marketing and advertising costs, and compete more forcefully against pan-European brands such as AOL and Tiscali.

On Saturday, Freeserve announced its intention to move the domicile of its unmetered ISP service to Madeira, generating savings of £4m a year. Now if Wanadoo had the nerve to park some of its French ops there... ®

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