To: 49thMIMOMander who wrote (14811 ) 9/3/2001 9:56:19 AM From: Mika Kukkanen Respond to of 34857 BT WIRELESS TO ADOPT NEW BRAND, O2 Mobile business takes customer focused direction with new brand (MK - it is O2, as in Oxygen with a subscript/lower 2) BT Wireless, the mobile business of BT, today announced that the new consumer brand for the business will be O2. The holding company name will be changed to mmO2 plc effective immediately and upon demerger from BT, planned for later this year, the ordinary shares will be listed under this new name. The operating units are expected to commence full migration to O2 for their customer products and services in Spring 2002. The new brand, O2, embodies the Company's ambition to provide essential, lifestyle-enabling mobile services to its customers. The Company's strategy is to create one customer brand across its European footprint. The Company currently serves 16.1 million mobile customers in the UK, Germany, Ireland, the Netherlands and the Isle of Man. Genie, its integrated web and mobile portal, is one of the leading mobile internet businesses in Europe with 5.3 million registered accounts. The unveiling of the new brand is an important milestone for the Company in the demerger process. This move follows BT Group's announcement in May this year of plans to create two separately quoted businesses. The new brand, developed in conjunction with brand agency Lambie Nairn, follows customer research and evaluation in each of the countries in which the Company operates. The results of the research demonstrate that the brand is recognisable and works internationally. Peter Erskine, Chief Executive Officer of mmO2 plc, said: "We have chosen a brand identity that is modern and universal. We aim to build inseparable relationships with our customers, by delivering exciting and practical services they truly value. O2 symbolises commitment." Notes to Editors mmO2 plc has wholly owned operations in the UK (BT Cellnet), Germany (VIAG Interkom), The Netherlands (Telfort), the Republic of Ireland (Esat Digifone) and the Isle of Man (Manx Telecom). mmO2 plc also includes Genie, which is one of Europe's leading mobile internet businesses. mmO2 plc owns third generation licences to operate 3G mobile services in the UK, Germany and the Netherlands - all territories where it has already launched GPRS services. We expect to apply for a 3G licence in Ireland when the application process commences. mmO2 plc applies to the holding company and O2 will be the brand of the customer facing businesses of mmO2 plc. This press announcement, which has been prepared by and is the sole responsibility of mmO2 plc, has been approved solely for the purposes of section 57 of the Financial Services Act 1986 by Merrill Lynch International, Morgan Stanley & Co. International Limited and Salomon Brothers International Limited which are regulated in the UK by The Securities and Futures Authority Limited. Merrill Lynch International, Morgan Stanley & Co. International Limited and Salomon Brothers International Limited are advising mmO2 plc and British Telecommunications plc in relation to the proposed demerger and no-one else and will not be responsible to anyone other than mmO2 plc and British Telecommunications plc for providing the protections afforded to the customers of Merrill Lynch International, Morgan Stanley & Co. International Limited and Salomon Brothers International Limited in relation to the proposed demerger. This announcement does not constitute, or form part of an offer, or solicitation of an offer, to purchase or subscribe securities. --------------------- More information about the company can be accessed at the website o2.com