Main points
- Branding:
- EE flagship brand for B2C FMC & mobile
- BT for fixed-only & business
- Plusnet for no-frills B2C fixed
- Plans brand refresh 231020 (4 areas: areas: game, home, learn, work)To rebrand BT TV as EE TV service, with new STB (EE TV Box Pro) & EE TV app & remote control for Apple TV 4K
- Loyalty: extra savings for adding SIMs
- Super App:
- Launches everything app online marketplace (also for non-subs), app & website, based on EE ID (ID-as-a-Service)
- Products & Services:
- device sales (buy, trade-in; incl Consumer Electronics Shop (laptops, cameras smart TVs)
- gaming (with Microsoft)
- home security, insurance
- subscription services (with Apple, NOW, Sky, TNT)
- to add more partners, to add smart home (smart fridges, kettles, coffee machines) 2024
- Broadband:
- Launches home BB prioritisation for gaming or work, based on WiFi Enhancer from Netduma (exclusive), with EE Smart Hub Plus router
- Raises max FTTH speed to 1.6 Gb/s
Conclusions:
- Mirrors Super Apps from e&, Du, Proximus (Proximus+).
- The Super App mirrors the Super Aggregator in fixed (for access to SVOD and TVOD services). In fact, reselling energy can also be included and the concepts could be merged into a single platform, providing access to content, services and products for fixed & mobile. Looks like EE's way forward.
- Based in telco trustworthiness (EE ID) and billing machine, as well as one-stop shop and ease.
- Entering a 'saturated' market: people already take these services from elsewhere.
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