U.K. mobile operator BT announced Monday it will keep the EE brand despite the company’s $5 billion (3.5 billion British pounds) acquisition of the competing mobile network provider on Friday.

Under BT’s new company structure, EE will remain as a consumer-focused business among five other lines of business within the group. BT said the EE brand will provide its customers with mobile, broadband and TV services, and will also continue to deliver the Emergency services Network contract. The EE business will function under CEO Marc Allera, the company said.

BT said EE’s business division will be rolled into a new Business and Public Sector business with BT’s existing business division under CEO Graham Sutherland.

The company’s four remaining lines of business will be Consumer, providing broadband, telephony, TV and mobile services under CEO John Petter; Global Services, serving major public and private sector customers outside the United Kingdom under CEO Luis Alvarez; Wholesale and Ventures under former EE chief sales and marketing officer Gerry McQuade; and Openreach, providing all companies with access to BT’s local access network under CEO Clive Selley.

“I’m delighted we have now completed our acquisition of EE,” said group chief executive Gavin Patterson. “The acquisition provides us with a chance to refresh our structure and we have done that by creating a major new division that will focus on businesses and the public sector in the UK and Ireland.”

Patterson said the company will operate under a multi-brand strategy that will allow U.K. customers to choose a mix of BT, EE or Plusnet services as they need.