BT will keep the EE brand after taking over the mobile operator, people familiar with the matter told the Financial Times. While BT already uses the name BT Mobile for its MVNO services, it does not want to disrupt EE's business after acquiring the company by changing its name. It was only relatively recent that EE stopped selling services also under the Orange and T-Mobile brands of its current shareholders. The EE name is also linked to a number of sponsored events, such as the Baftas.
BT Mobile will continue as as separate, low-cost service after the EE takeover, and remain part of the separate consumer division. It has around 200,000 customers. The EE takeover remains subject to final regulatory clearance before closing.
