DON’T call BT, call Openreach. That’s the message from the telecomms giant after rebranding its engineering operations.

The move follows pressure from competitors and watchdog Ofcom to separate infrastructure – the copper in the ground – from sales. Rivals also lobbied for a guaranteed level playing field.

Openreach is BT’s response, with a pledge to give equal access to BT and non-BT operators.

Openreach, which is still part of BT, provides installation and maintenance services for telephone and Internet service providers (ISP).

A fleet of vans in the new Openreach livery will become a familiar sight on the county’s roads after a huge nationwide campaign to ditch the old name.

Openreach engineers are responsible for the "first mile" of wiring, connections and fibres linking customers to their communications providers’ network.

BT claims that homeowners and businesses will benefit from the new arrangement which it says will be even-handed in its approach to its own customers and those of rivals.

Steve Robertson, Openreach’s chief executive, said he was utterly committed to providing providers with equivalent access to its local access network and serving all customers in the same even-handed way.

He added: "This is an exciting time for the telecomms industry and Openreach has a vital role to play in making sure that UK consumers and businesses have access to the most innovative and competitive communications market in the world."