BT lifts lid on reseller rebranding

Dabs4work will get a facelift on 1 April, alongside Lynx and Basilica brands

BT has revealed more details of the upcoming rebranding of its reseller businesses.

As revealed by CRN, on 1 April BT is formally merging the two mid-market resellers it bought in 2007 – Basilica and Lynx.

The combined operation, which will be known as BT Engage IT, will have more than 900 staff and vendor partnerships with HP, Cisco, Microsoft and IBM. Customers include The National Trust, beCogent, Balfour Beatty and Cap Gemini.

Dabs – the online reseller BT bought back in 2006 – will also get a facelift on 1 April as dabs4work is rebranded as BT Business Direct.

Dabs’ consumer web sites, dabs.com in the UK, dabs.ie in Ireland and BT Shop in the UK, will continue to operate as they are, as will dabs4work.ie.

All the brands are part of BT Business, which generates annual revenue of more than £1.1bn for the telecoms giant.

Nick Gorringe, managing director of BT Engage IT, said: “In the current climate, IT has to step forward as a real asset, enabling companies to do more with less.

“BT Business leads in helping firms re-evaluate existing IT resources and operating models to deal with the current climate, counter the competition and increase productivity.”