Mission statement

"Our aim is to drive shareholder value by making BT a better business with a better future. Three areas - customer service delivery, cost transformation and investing for the future – are essential building blocks to making BT a better business. They are linked: the better we serve our customers, the less time and money we spend on reworking and fixing faults. By continuing to transform our cost base, we open up new opportunities to invest in BT’s future. We are committed to acting as a responsible business for shareholders, customers, suppliers and our people, developing innovative solutions that both benefit society and support our long-term development. Investing in the communities in which we operate and driving down our CO2 emissions are critical parts of this commitment." 

Geography and products

BT serve customers in the UK and more than 170 countries worldwide

Distribution channels

BT has four customer-facing lines of business, these are: BT Global Services, BT Retail, BT Wholesale and Openreach. These are supported by two internal service units: BT Innovate & Design and BT Operate. BT Retail, BT Wholesale and Openreach operate mainly in the UK, where BT are one of the largest communications services providers to the consumer and business markets. BT Global Services operates in the UK and globally. In the UK BT support CPs through BT Wholesale and Openreach, and internationally through Global Telecoms Markets, a part of BT Global Services.

BT has a portfolio of around 1,800 products and services. These can be divided into 5 broad categories.

• Broadband & Convergence
• Calls and Lines
• Transit, conveyance, interconnect circuits, wholesale line rental (WLR), global carrier and other wholesale products
• Managed solutions which comprise networked IT services, multiprtocol label switching (MPLS) and MNS
• Other products and services which include BT Global Services' revenue from non UK global products and BT Retail's Enterprises division including revenue from conferencing, directories, payphones and other select services

Advertising

PR

BT have been running TV advertisements that follow a storyline. Viewers vote on BT's website to determine the fate of fictional characters Adam and Jane. The campaign has received a massively positive response. In fact, the most recent development - that Adam's girlfriend Jane is pregnant - was a destiny that was decided by 1.6 million voters. One fan of the advertisements created a facebook page "Just to give the BT actors some support, they do make a great couple and now his internet has cut off i hope they dnt break up!". The group has around 2,000 members. The video above shows a collection of all the Adam and Jane advertisements, which ended in August 2010, after running for 5 years.

Key people

Ian Livingstone - Chief Executive Officer

Mr Livingstone became CEO of BT group in 2008 after holding two key executive roles in the company which he joined in 2002. He as served on the board as group finance director, and as CEO at BT Retail. Livingstone graduated from Manchester University with a degree in Economics