On 2 April 1991

On 2 April 1991, the company unveiled a new trading name, BT, a new corporate
identity and a new organisational structure. This structure focused on specific
market sectors, reflecting the needs of different customers – the individual, the
small business or the multinational corporation. The reorganisation was named
Project Sovereign to reflect the company’s commitment to meetings customers’
needs – ‘the customer is King’. Together with a succession of strategic alliances
with telecommunications companies worldwide, these changes gave BT the means
to expand into overseas markets.
In June 1994, BT and MCI Communication Corporation, the second largest
carrier of long distance telecommunications services in the US, launched
Concert Communications Services, a $1 billion joint venture company