EE (big Netgem client) solid inside BT strategy! (EE TV, OTT, IPTV, 4k)

(June 1, 2016)



"...The introduction of new mobile phone plans brings BT Mobile closer to the offerings of EE, again raising the question as to whether BT ultimately plans to drop the EE brand. The company acquired the mobile operator in January this year.

A spokesperson for BT ===> insisted that the new contracts do not represent the beginning of the end for the EE brand, pointing out that BT has previously stated that it would pursue a multi-brand strategy...."


"BT Mobile appears to be targeted at consumers who are already familiar with the BT brand and prefer to subscribe to BT services in order to take advantage of discounts on other services such as broadband. EE is targeted at "different types" of customers, although the spokesperson struggled to give a clear definition of BT Mobile and EE target customers.

Essentially, BT is clearly playing the loyalty card with BT Mobile, with EE left to pursue its own strategy. EE certainly still offers much higher data allowances of up to 50 GB, and also continues to flag up value-added offerings such as EE Film.

In May, BT said EE now has a customer base of 30.6 million, with 15.1 million 4G customers. BT Mobile has over 400,000 customers."


http://www.fiercewireless.com/europe/story/bt-mobile-launches-new-mobile-phone-contracts-insists-ee-brand-stay/2016-06-01

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20 Jun 2016

"...However, Ramsay says that though BT Mobile and EE still have their differences, the two brands work closely, with “regular dialogue on strategies.”

“In some ways, from a mobile point of view we are much smaller than EE, they have much more experience and consumer awareness, due to being in the space a lot longer,” Ramsay confirmed. ..."

https://www.marketingweek.com/2016/06/20/bt-continues-its-quad-play-push-despite-ee-and-bt-maintaining-different-marketing-methods/