Be Wholesale - the wholesale business division of UK broadband provider Be Broadband - has been renamed.
The firm will now be known as O2 Wholesale, as the firm adopts the branding of its parent company. O2 acquired Be Broadband in 2006 for a reported sum of £50 million.
To coincide with the rebranding, O2 Wholesale has launched a new Ethernet service designed to offer secure, high-speed network access to customers.
Service users can benefit from 1Gb bandwidth, unlimited usage allowances and fibre connections to customer sites.
Chris Stening, Managing Director of O2 Wholesale, said that as more and more applications move to the cloud, its partners serving the UK market are increasingly looking to offer a "joined up connectivity strategy" to serve their customers.
"These changes help our partners get closer to that ideal and deliver their end users with the best fixed and mobile offerings on the market," he stated.
Mr Stening claimed the growing market for cloud services will be "a key driver" in increasing Ethernet take-up in the coming months and years.
O2 Wholesale has stressed that the changes will have no bearing on Be Broadband's home internet and phone subscribers.