Economy

BT overhauls consumer business with bid to combine mobile and broadband

BT overhauls consumer business with bid to combine mobile and broadband”

"We've already brought our teams together, now we're going to bring our networks together". The hybrid technology ensures customers are always connected, as one technology will take over the other in the unlikely event of a fault. A new "emotional" advertising campaign will aim to restore the BT brand after years in which marketing focused entirely on price promotions while the company faced mounting criticism over broadband speeds and reliability. For example, a consumer receiving a 30Mbps broadband service (the Ofcom benchmark for superfast) and a 28.6 Mbps 4G service (an approximate UK-wide mean average for EE based on OpenSignal statistics) might receive a connection of up to 58.6Mbps.

That date would see 5G launching in the United Kingdom in late-2019. "Arguably, the biggest partnership announcement is with Amazon", he said.

The point is apparently to offer BT punters the best combination of services across its three United Kingdom consumer brands: BT, EE and Plusnet.

It's also partnering with Enjoy to offer same-day delivery to a location of the customer's choice, and personalised set-up of the customer's new service or device.

The consumer relaunch designed by Allera has become all the more important since the group announced plans to cut 13,000 staff and close its London headquarters, highlighting the pressures faced by the company and Patterson.

In time for the kick off of the next football season in August, EE customers will be able to access new BT Sport app features including the ability to cast content direct from a mobile platform to a TV with inclusive data.

EE is becoming the first United Kingdom network to support all major Smart Home ecosystems with new, strategic partnerships with Hive and Nest plus a wide range of smart cameras, thermostats, sensors and lighting - providing options for customers whether they prefer Hive, Google, Apple Homekit, or Alexa smart home ecosystems. "We're investing across BT, EE and Plusnet so that we can provide our customers with the widest choice of products and services, on the best networks, and with the best service in the United Kingdom".

BT • EE
BT • EE

BT Consumer, which includes BT, EE and value brand Plusnet, accounts for about 40% of group revenue.

Paolo Pescatore, analyst at CCS insight, said: "This growing unit is very well positioned to be a leader in the changing United Kingdom multiplay market.

This is a good first step but further changes and tough decisions still await Mr Allera and his management team", said Pescatore.

Analyst Paolo Pescatore at CCS Insight said the update provides a much-needed boost to BT, given the widespread negative publicity it has endured in recent months.

Across all three brands, BT Consumer is committing to provide the best and most personal support for customers.

"Encouragingly, Marc and his team are taking a broader role beyond mobile and individual consumers and more about household telecom requirements".

We will also be interested to see how a bonded 4G and fixed line broadband network will work in practice, not least with respect to potentially improving overall data speeds for those on slower lines but also in terms of managing usage allowances (fixed lines tend to be unlimited while mobile is usually capped) or port forwarding flexibility when playing online video games.



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