[London Lite]

If they've decided to quietly drop the loss of the BT consumer brand, it may well be down to them seeing how the VM/O2 brands have been maintained and working for their rival. (O2 is still the market leading mobile phone network).

It seems the only brands being dropped for EE are BT Mobile and Plusnet Mobile which are being integrated into EE, which is the same strategy VMO2 have used for Virgin Mobile.