BT is bringing back BT Mobile years after it axed the service for new customers. The telecoms giant has announced plans for a new range of SIM deals, though they will only be available to BT broadband customers. This move comes as part of BT's broader strategy to retain customers and enhance its service offerings.
BT Mobile Relaunch
BT Mobile stopped accepting new sign-ups in October 2023, but the company has now decided to revive the service exclusively for its broadband subscribers. Ernest Doku, telecoms expert at Uswitch.com, commented on the relaunch: "BT Mobile is back - at least for existing broadband customers - and it's being used to make BT's customers harder to poach. If the pricing stacks up, many households will find it easier and cheaper to keep everything under one roof rather than hunting for a better SIM deal elsewhere."
Doku added: "The question will be whether the deals are attractive enough to compete with the value offered by smaller providers, who often undercut the big players on price. But the proof will be in the delivery - although massive investments into infrastructure and marketing alike will aim to stoke the nation's embers of love for a decades-long household brand. Ultimately, consumers will judge the revamped BT on whether these promises translate into real improvements in reliability and value."
New Campaign and UEFA EURO 2028 Partnership
The relaunch coincides with BT's new Behind Brilliant Things campaign, following its confirmation as the official telecoms partner of UEFA EURO 2028. BT says the campaign celebrates the best of the UK and highlights how the company helps people stay connected. As part of this initiative, BT has also announced it is introducing free enhanced cyber threat protection for every residential broadband customer.
Allison Kirkby, Chief Executive of BT Group, stated: "For 180 years, BT has played a critical role – trusted to connect people, businesses and communities. Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services, so that more of our customers and more of the country can experience and benefit from being connected by BT."
Digital Landline Switchover
BT also recently launched a campaign highlighting that less than a year remains before the nationwide switch to a digital landline. This refers to the mandatory upgrade of all UK landlines from the old analogue copper network to a digital, broadband-based service by January 2027. The company warned of possible disruption if customers delay taking action on the analogue switchover.
Lucy Baker, consumer digital voice director at BT, said: "The switch to digital landlines is a significant, once-in-a-generation upgrade to the UK’s communications infrastructure. It’s important to take action when contacted, so everyone can benefit from more reliable, secure technology and stay connected to the services they rely on."
