Company facts
BT Cellnet, the UK’s second largest mobile phone network, is a joint
venture between British Telecom and Securicor.
With more than 4.5 million customers, it is one of the ten largest
cellular operators in the world handling around ten million calls a
day.
In April, Cellnet changed its name to BT Cellnet aiming to take
advantage of increasing demand for ’integrated’ mobile and fixed-line
telephone services.
The pounds 10m launch campaign was seen as a prelude to a full takeover
of the mobile phone network and promotes the Onephone, a mobile phone
that uses one number and combines domestic phone and mobile.
Last month, the company unveiled its first flat-rate pan-European mobile
service aimed at frequent travellers to the continent. One Rate will
enable customers to make calls across 14 European countries at any time
of the day for 34p per minute.
BT Cellnet has announced that it expects half the population to use a
mobile by 2001.
Turnover: pounds 1.43bn
Employees: 1350
Advertising agencies: Abbott Mead Vickers BBDO, Messner Vetere Berger
McNamee Schmetterer/Euro
Media buyer: The Allmond Partnership
DM agency: Ogilvy One Worldwide
Annual advertising spend
TV: pounds 26,758,443
Press: pounds 3,480,311
Radio: pounds 2,146,888
Outdoor: pounds 2,870,735
Total: pounds 35,256,377
(Source: MMS)
Top marketer: Kent Thexton, marketing director
UK headquarters: 260 Bath Road, Slough, Berkshire SL1 4DX
Tel: 01753 565000
Fax: 01753 565010
Web site: www.btcellnet.co.uk.
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