Plusnet chief on why ‘simplification’ is key to broadening its appeal
Plusnet has dropped its mobile offering to focus solely on its broadband service. It’s part of a wider transformation for the brand that is looking beyond its Yorkshire roots, explains business lead and CMO Jo Carman.
Plusnet has put “simplification” at the heart of its brand transformation as it looks to cement its role within the BT Group.
The broadband business made the decision to close its mobile offering in March to focus solely on providing broadband services, ceding the mobile space to BT Group’s EE.
Jo Carman, who as Plusnet’s director has ultimate responsibility for the business’s performance and heads up the marketing function, joined the business in 2021, initially to head up this transformation. She believes the switch meant it needed to find its “role within the BT Group” and with consumers.
