BT ponders dabs.com branding

BT is evaluating whether to keep the dabs.com branding following its recent £30m acquisition of the e-
tailer, as exclusively revealed by CRN last week (CRN, 1 May).

The telco also told CRN that it was considering the possibility of a co-branding exercise.

Les King, a BT representative, told CRN: “BT is already offering BT products and services via the telephone, and in the coming months we will be adding all of our products and services to the [Dabs] site.”

King added that, post-evaluation, BT may also consider using its logo on sections of Dabs’s web site, such as its payment page, in an effort “to reassure end-users”.

However, Stewart Hayward, commercial director at rival e-tailer WStore, was hesitant over the move.

“BT could struggle to replicate Dabs’s strong and secure perception [in the market],” he said.

CRN has learned that former managing director David Atherton has officially relinquished control of the business and been replaced by Simon Curry from BT’s online and indirect channels division. Dabs’s financial director Simon Brayshaw will continue with the firm but stands to be replaced by BT’s Robert Carswell from its enterprises and corporate division at some point. Jonathan Wall, Dabs’s EMEA marketing director, will also keep his position.

A source that requested anonymity, told CRN: “I assume things can only get better at Dabs. Its position will be improved greatly by BT’s acquisition. BT will look to push its customers through Dabs.”

John Atherton, managing director of distributor Enta Group, said: “This is a good step for Dabs. It is a springboard for it to move upwards.”

james_sherwood@vnu.co.uk