Be Broadband could undergo a website and image makeover thanks to parent company O2, according to a new report.
Oli White, Be's head of marketing, has told New Media Age that O2 is prepared to work on the website development of the provider's online home.
Mr White suggested that a change to the branding of the company could also be imminent, with some feeling that the pink star logo could be out of touch with Be's customer base.
He told the marketing news provider: "O2 has committed to us being a standalone, premium broadband service and that means more investment into our site - that's something we're conscious has needed to be done for some time.
"Not every 18-34 male identifies with a pink star; we have a lot of people who are into downloading games and movies as subscribers so we want to look [to] align more with them."
Gamer-friendly Be Broadband recently tied up a sponsorship deal with the British eSports Association, becoming the video games organisation's official ISP.