Be was a brilliantly simple idea. Give people the freedom to do whatever they want on the Internet by offering them… Read More
From £0 to £55M in 1.5 years
Be was a brilliantly simple idea. Give people the freedom to do whatever they want on the Internet by offering them huge bandwidth. The very name, Be, encapsulates this promise of freedom: be whatever you want, whenever you want.
From the outset, Be had to compete with huge established players. Its bold pink colour and floral designs made it instantly recognisable; its quirky advertising campaign conveyed that only Be gives you the power to be free. Within 18 months it was bought by O2 for £55 million.
* The asterisk was chosen as a universal symbol of connectivity: linking you, via Be, to whatever you want online. It was also used to show customers that we hate small print too. Read Less