O2 is restructuring its organisation in order to improve customer communications, it has been reported.
Under the new structure, the communications giant will be bringing together its mobile broadband and home broadband divisions, reports Marketing Magazine.
The two teams cover both O2 broadband and Be broadband, however the firm has stated it is planning to continue running the latter as a separate brand.
O2 is redeveloping its customer communications handling by creating a new centralised customer relationship management team, with specific marketing experts being placed into its newly-formed joint broadband unit.
Sally Cowdry, marketing director of O2, told the publication: "O2 is winning in the market place today but it is a challenging market. Change is the only constant and we need to evolve."
Earlier this year, O2 recently encouraged mobile broadband users in Manchester to swap their current dongle for a free pay-as-you-go O2 one.