Warc

O2 - it only works if it all works: how troubled BT Cellnet was transformed into thriving O2

O2 - it only works if it all works: how troubled BT Cellnet was transformed into thriving O2 This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT ...
heraldscotland

Name change breathes new life into Cellnet

THE Cellnet mobile phone network is to rename itself O2, the chemical symbol of the oxygen molecule, to mark its forthcoming separation from its parent, BT. The new name is meant to suggest that the ...
Warc

O2 - it only works if it all works: how troubled BT Cellnet was transformed into thriving O2

O2 is the story of a corporate transformation. In April 2002, BT Cellnet was a troubled business, losing ground consistently to competitors. A month later it was reborn as O2: a vibrant, modern brand ...