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BT sets up consumer mobile phone biz (again)

'Not mass market'

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BT has confirmed that it is once again to provide a mobile phone service to consumers, less than a year after flogging its mobile division.

Called Mobile Sense, individual accounts will be managed and run entirely from BT's Web site, bt.com.
By accessing the site punters can decide which of 12 handsets they want and chose a package based on their predicted usage. They'll also be able to keep tabs on their accounts, you know, that kind of thing.

BT reckons the new service could generate revenues of £44m by 2005. It is buying the airtime from former mobile subsidiary mm02.

BT Retail chief exec Pierre Danon said in a statement: "Mobile Sense is not a mass-market offering, but it does represent a practical and low-risk first step into the consumer mobile space.

"With this product, we have a unique proposition that gives our online customers complete control over what they are charged, even allowing them to change their pricing packages every month if necessary."

In April BT announced a similar deal to offer mobile services to its corporate customers. Like the consumer offering, BT buys airtime from its former mobile division, O2, to provide services for its corporate customers under the BT brand.

The business-focused service is expected to deliver around £150 million a year in additional revenues by the end of 2005. ®

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