Themed around the mission statement-cum-motto ‘Create The New’, the site looks like no other broadband provider’s web presence. It reminds us of the minimal look of early Factory Records sleeve of New Order’s Movement album with a dash of the geometric shapes of Futurist Art. And that is no small compliment in our world.

But it’s in the functionality of the site where the real innovation lies. In keeping with Be’s strategy of engaging with its customers, users are able to “co-create” the new website. Options on offer include the ability to upload apps, add news. And there are new seamless communication channels too.

Having had a little tinker with the site, we have to say it’s an epic success all round. And so good, in fact, that our chum Oscar might even come around to its charms. If he was given to get used to it, of course.