EE, the largest mobile operator in Britain, today announced the launch of a new retail platform called EE ID. This forms part of the company’s new-era rebranding mission in its quest to become the most personal and customer-focused technology brand in the UK.
EE hopes to rebrand with new EE ID retail platform
In the operator’s shift away from traditional telecommunications, the new platform hosts services and products for all UK customers. They can access these offerings via the EE App, the new EE ID, or the web. These will include gaming consoles, subscriptions and upgrades, tablets, and phones.
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BT, the UK-based telecommunications tycoon that owns EE, competes with other operators such as Vodafone and Three. To date, EE has 25 million customers, and it seems the new connected products on the platform, including EE TV, a linear television service with live streams on Apple devices, and 1.6Gbps broadband, are working to gain even more clientele.
At the midday mark on Wednesday, BT shares were in the green by 1.6%. Experts said this brand-revamping effort is, in part, a response to the Vodafone-Three merger in June. Both these are owned and operated by CK Hutchinson. The chief executive officer (CEO) of EE, Marc Allera, said:
Today we’re incredibly proud to be launching a new platform for the UK, open to anyone and everyone – that will transform our customers’ experience beyond connectivity. With an EE ID, customers nationwide will be able to access a wide range of exciting new products, services and experiences across new sectors – easily and conveniently, in one place.
