BT is to make EE is flagship brand for new products and services.
The BT name was created in 1980 when British Telecom was still a part of the Post Office, before its privatisation four years later.
Marc Allera, CEO, BT Consumer said the move was a big change and wouldn’t happen overnight. “Having both BT and EE in an already crowded consumer market means we must have two of everything, and that makes life harder for our customers and our people – two accounts, two apps, two product roadmaps, and multiple systems.”
The decision to focus on EE was taken in part by the popularity of the brand and its association with good mobile connectivity. Recent marketing efforts have emphasised that EE Broadband is powered by the BT network.
The BT brand will remain, but will take on a more focused role for Consumer customers on standalone broadband and landline services. BT Sport will continue, though as previously reported by Broadband TV News, the network is about to enter a joint venture with Warner Bros. Discovery.
“Nothing will change for our BT customers. We will continue to serve and support them through our unrivalled nationwide sales and service with local presence all over the UK, just as we do today,” said Allera.
High Street EE shops will continue to be co-located with BT, while for Enterprise and Global units BT will be the flagship brand.
The BT Tower will retain its present name.
