[1andrew1]

Originally Posted by Pierre

Or not have a “value” brand.

If it acquired TalkTalk I'm pretty sure it would need a budget brand. It would lose a lot of the customer base by just moving them onto VM contracts. This loss would need to be balanced by the costs of running two brands and increased revenue from those TalkTalk customers it did successfully move onto VM contracts but the fact that its peers have budget brands suggests it works.