[London Lite]

This is where I think Virgin Media O2 have got the right strategy here. Keeping the Virgin brand for the cable service and O2 for the mobile service, while integrating Virgin Mobile customers to O2.

Rebranding BT's telephone and broadband business as EE which is more known for premium mobile services is messy. Most consumers recognise what the BT and EE brands do. I can understand that backroom admin can be done together (as it's already doing with Plusnet mobile customers being moved to EE by using staff that can help customers with BT, EE and Plusnet queries), but I'd keep the consumer branding as it is.