The rebranding of two of the UK’s largest mobile operators has left consumers confused. A survey has found that many mobile users are not aware of One2One’s name change to T-Mobile, or that BT Cellnet is now called O2.
The longer established names are the more recognized by users. Over 90% of Orange and Vodafone users recognise their mobile operator. However, only 39% of O2 users spontaneously named the operator, while 66% could name T-Mobile as their operator.
O2’s recent sponsorship of the hit TV show Big Brother 3 could help it to increase consumer awareness. But at the time of the survey almost twice as many users could recall the old BT Cellnet brand as the new O2 brand.