Openreach drops BT branding

National network access business rebrands in preparation to be legally separated from BT Group

Openreach, the national broadband network access business, has started the process of scrubbing all references to its parent business from its branding as it prepares to be legally separated from the BT Group.

Openreach said the change served to underline the more important elements of the legal separation process, such as its revised governance rules, its new, independent board, and other commitments made to treat communication service provider (CSP) customers equally.

It insisted the rebranding was not extravagant, but rather a simple step that would allow the organisation to focus on its ongoing business and network roll-out. It will, for example, keep its typeface and name, at least in part because it wants its engineers to continue to be recognised as they go about their business.

“We are demonstrating our independence, to customers and industry, in other ways too,” said CEO Clive Selley. “For example, we are changing the way we do business with our customers. We now have a confidential phase to our consultations which allows CSPs to talk about their business strategies privately with Openreach.”

The full rebrand will take a few years, because the organisation will have to update uniforms, customer-facing websites, applications, stationery, buildings, signage, and its 22,000-strong fleet of vans.

Behind the scenes, Openreach had already started work on some of its new obligations. It is currently running two consultations with its CSP customers that it wants to use to build a more coherent investment case for at-scale fibre-to-the-premises (FTTP) broadband, and to explore how long-reach VDSL technology can be deployed in isolated rural areas.

Read more about broadband

It is also expanding its network pilots, announcing new deployments to 17,000 potential customers in Edinburgh and Glasgow.

Digital minister Matt Hancock welcomed the redesign. In a brief statement on Twitter, he said the rebrand was “all part of building a broadband infrastructure that serves all customers well”. ..........................................................................................................................

Read more on Telecoms networks and broadband communications

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.