Well done Esat! Almost six months since it was snapped up by telecoms giant British Telecom and began a merger process with Ocean, the company has at last completed its rebranding exercise. There were few surprises on the wireless or business side of Esat, but the residential sector caused a little con-Fusion as chief executive Neil Parkinson couldn't quite remember how many customers Ocean had added to Esat.

Mind you, the decision to rebrand Esat's residential operation "Fusion" and kill off the Esat Clear brand is unlikely to make much difference. After all, as Mr Parkinson reminded journalists, the company isn't aiming to be number one for the residential consumer!