EE has taken further steps to implement the mandates of parent BT’s UK consumer convergent market push under a realigned, flagship brand first announced back in April 2022.
As envisioned, the core EE customer account will be represented by the EE ID that will function as the anchor for a gamut of products and services. As BT has previously stated, the underlying ambition is that EE will take on the mantle of the UK’s “largest subscription platform” supporting “everything as a service” while shifting to a “leaner, direct only, digital” basis for growth.
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Revised offers from EE
As with prior related announcements, actual service details continue to emerge in a piecemeal fashion, but in support of a broadly promising operational roadmap. A revised EE TV offer to replace the current BT TV portfolio, a speedier fixed broadband connection option, and enhanced in-home WiFi capabilities are not new in themselves, but they are nonetheless critical to support the hard-and-fast goals of driving residential take up of fiber to the premises (FTTP)-based access and increased household mobile and connected device penetration.
The real novelty still lies in pursuit of the third pillar of the current prioritization pattern fueling EE’s operational ambitions, namely the construction of a subscription services hub spanning a variety of digitally managed consumer services secured by the unified gateway EE ID.
Initially the centralized platform will power the provisioning of the predominantly existing portfolio, both revised and restructured under categories including Home, Game, Work, and Learn. Further afield, the underlying subscription platform engine will later enable any number of new segments and services to be added to the core EE ID account, or amended or axed, as customer preferences and technology capabilities morph and change.
Given the novel realignment of the relationship between consumer and provider being broached by EE, the speed of progression will need to be modulated to reflect customer expectation and acceptance, optimum operational tolerance levels, and evolving on-the-ground practicalities. Ultimately it will be the mass market that will moderate the pace at which EE can execute on its particular vision for convergent growth.
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By GlobalData
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