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Cellnet

1985-1988

Cellnetearly

1988-1990

Cellnetlate1980s

1990-1999

250px-Cellnet-logo

BT Cellnet

1999-2002

BT Cellnet logo

In 1999 BT Group acquired Securicor's 40 percent share of Cellnet and the company was later rebranded as BT Cellnet.

O2

2002-present

O2

BT Cellnet was rebranded as "O2" on 19 June 2002, along with other former BT subsidiaries; Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 19 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity.