Virgin Media O2 Business UK and Daisy Rebrand O2 Daisy to O2 Business
Business telecoms company O2 Daisy, which reflects the recent merger between VMO2 Business (Virgin Media and O2) and Daisy Group (here and here), has today announced the next phase of their strategy for the UK’s B2B market by rebranding – again – O2 Daisy to O2 Business
Clearly the O2 Daisy brand, which was itself only launched in August 2025, didn’t deliver quite the image they were seeking. At the time of its launch we remarked that the O2 Daisy name might be confused with O2’s anti-scam AI chatbot of the same name. So instead of that they’ve decided to rebrand it again, as O2 Business, which was how many people previously referenced O2’s mobile plans for business customers (i.e. we still see some potential for confusion).
At its core, the “new” brand is said to be retaining its focus on helping UK organisations cut through complexity – making it “simpler to connect, communicate and get things done“. The business already serves hundreds of thousands of customers across the UK, ranging from large enterprises to small and medium‑sized organisations (inc. well‑known names such as Sainsbury’s, British Sugar and the RFU). Not to mention its presence across the public sector, including law enforcement, education and the NHS, encompassing GP surgeries and healthcare settings.
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Jo Bertram, CEO of O2 Business, said:
“Most businesses don’t feel short of technology – they feel weighed down by it. Too many systems, too many suppliers and too much time spent trying to make everything work together.
At O2 Business, we think it should be simpler than that. We’re breathing simplicity into the way business works by bringing connectivity and communications together in one joined‑up experience that just makes sense. When technology is easier to deal with, businesses get back time, focus and confidence – and that’s when real growth happens.”
The new brand will have a phased introduction across customer channels and is to be brought to life through live events across the O2 Business estate, followed by a programme of roadshows in the coming months. So hopefully that’ll help to clear up any confusion over their many branding changes.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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Daisy were dire. I paid upfront to leave them – says it all
This is rather confusing as O2 Business isn’t just about mobile as it handles fixed line as well as it’s a full B2B telecoms and IT provider. But there is also Virgin Media Business (VMB) which has for many years been VM’s fixed-line B2B arm. What I think is happening is that O2 Business is the customer face of Virgin Media O2 to handle its customers’ fixed line and mobile problems and VMB will continue as before. In time existing customers of VMB will be asked to recontract with O2 Business (so VMB will be a customer of O2 Business). The beauty of this is that it won’t matter to users if the VMB name eventually disappears to be replaced by whatever name VM decides to call its in-house fixed line wholesale provider.
VMB is now just the home for Wholesale (Channel Partners, Carriers, etc) and sells totally different products than the O2 Busness entity
I’m rather kicking myself for having forgotten that after the collapse of Netco, VM’s attempted creation of a wholesale company, it created in September 2025 its Fixed Wholesale unit to ‘combine the current B2B2C and B2B2B teams under one leadership structure’. VMB undoubtedly is part of this unit, think of Fixed Wholesale as similar to Openreach but with two key differences: it’s an in-house unit and so not a company, and it’s not regulated by OFCOM. What I expect will happen is that VMB will be run down, with those buying network access (like ISPs) going to Fixed Wholesale and the rest who want a retail business broadband or mobile service going to O2 Business.