BE Wholesale, O2's wholesale broadband arm, has taken the plunge and remade itself in its parent's image in a move it hopes will help it sell its services more effectively through the channel and capitalise on convergence opportunities.
The rebranding as O2 Wholesale comes in conjunction with the launch of a wholesale Ethernet product, which will offer a secure and private network platform from which wholesale resellers can connect customer sites to provide them with value-added networking and comms services.
Speaking to MicroScope, O2 Wholesale managing director Chris Stening said that Ethernet was a product that fitted better under a more high-profile B2B brand, such as O2, rather than BE, which is better known for old school ADSL products.
"O2 is a stronger brand in the business space and its reputation for services is very strong," explained Stening.
Wholesale partners had also been expressing their desire to take advantage of O2's status as the only UK provider owning both fixed and mobile networks, said Stening.