Mobile customers got crossed wires

September 2002
Brand Strategy;Sep2002, Issue 163, p34
Trade Publication
Reports on market research firm Continental Research's study focusing on the rebranding efforts of Great Britain-based mobile telephone operators One 2 One and BT Cellnet. Consumers' lack of awareness regarding the change of One 2 One to T-Mobile and BT Cellnet to O2; Impact on consumers who subscribed to the rebranded mobile service providers.


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