BT unveil plans to make EE its consumer-facing brand

British telecommunications giant says company will now take back seat as it makes EE its flagship

It's still good to talk but increasingly BT customers are doing it wherever they like via connected mobile devices, rather than fixed line broadband and old-fashioned telephones.

In recognition of this generational shift, BT quietly announced in a blog post on Wednesday that after more than 30 years and some of the UK's highest-profile ad campaigns, its flagship consumer brand is to take a back seat to upstart EE in its marketing strategy.