BT Group Considers Launching Low-Cost Mobile Brand Amid UK Telecom Competition

BT Group is reportedly considering launching a new low-cost mobile brand to compete with emerging rivals in the UK mobile market, including fintech companies Revolut and Monzo, which are expanding into telecom services. The telecom giant is exploring options such as creating a new brand from scratch or acquiring an existing mobile virtual network operator (MVNO) to enter the budget segment. This potential move marks a strategic shift from BT's current focus on premium EE services and limited use of the Plusnet brand, which is primarily for broadband. The initiative is driven by BT's leadership, including CEO Allison Kirkby and consumer chief Claire Gillies, who see the need to compete across all market segments amid growing competition from virtual operators and eSIM providers. BT is also reviewing its brand strategy with the help of Uncommon Creative Studio to better position itself against these new entrants. The move reflects broader industry trends where fintech firms diversify into telecom, increasing pressure on traditional providers to innovate and adapt.