BT has made EE its flagship brand for consumer customers in a bid to lead the company’s approach to “future innovation, convergence, and services beyond connectivity”.
While the British telecommunications company wishes to retain its identity, it also plans to use EE to “evolve and stretch” into new areas.
“Our customers tell us that EE is synonymous with the best mobile connectivity and its popularity in the broadband market is growing steadily as we’ve driven awareness that EE’s fibre network is powered by BT,” BT consumer CEO Marc Allera said.
“Since EE launched in 2012, it has captured the hearts of customers across all demographics – topping the service charts, with a strong brand that can stretch into new areas beyond connectivity as well as offering the best network and service.”
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The company has pledged that the BT brand will still play an important role in providing BT customers with standalone broadband and landline services. BT Sport will also continue to broadcast to its viewers, as it enters into a joint venture with Warner Bros. Discovery.
Allera continued: “Nothing will change for our BT customers. We will continue to serve and support them through our unrivaled nationwide sales and service with local presence all over the UK, just as we do today.”
“This exciting transformation won’t happen overnight. The journey starts today to create a new EE, one that will start to play a more meaningful role in our customers’ lives and create the most personal, customer-focused technology brand in the UK.”
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