{"id":25460,"date":"2023-01-03T00:01:26","date_gmt":"2023-01-03T00:01:26","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=25460"},"modified":"2022-12-29T10:24:42","modified_gmt":"2022-12-29T10:24:42","slug":"bt-prep-consumer-ee-rebrand-and-smarthub-3-router-for-early-2023","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2023\/01\/bt-prep-consumer-ee-rebrand-and-smarthub-3-router-for-early-2023.html","title":{"rendered":"BT Prep Consumer EE Rebrand and SmartHub 3 Router for Spring 2023"},"content":{"rendered":"

Sources have informed ISPreview that UK broadband ISP BT<\/a> will trigger the next phase of their plan to turn EE<\/a> into their “flagship brand for consumer customers<\/em>” around the February to April 2023 period, which among other things may see their new Smart Hub 3 (SH3) router launch first as an EE<\/a> (not BT<\/a>) product.<\/p>\n

Just to recap. Back in April 2022 BT<\/a> announced a major shake-up of their branding, which will eventually see EE<\/a> become the “flagship brand for our consumer customers<\/em>” (i.e. converged broadband and mobile plans etc.) and BT become the flagship for their Enterprise and Global units (here<\/a>). However, so far we’ve only seen limited movement on this, such as with Plusnet<\/a>’s decision to scrap and shift their business plans to BT (here<\/a>).<\/p>\n

Otherwise, BT has remained the main brand associated with their consumer base, and indeed we’d question the wisdom of doing anything to change that. EE has historically been more associated with mobile, while the consumer subconscious – built on over a decade of familiarity – is not easily changed. We can’t help but feel that BT has failed to understand just how closely tied their brand is to consumer broadband and phone.<\/p>\n

Nevertheless, various sources have informed us that the next big phase of BT’s re-branding effort is currently pencilled (i.e. not yet set in stone) in to take place across the February to April 2023 period. The details of this are still being tightly controlled, but it will involve some of BT’s existing products being placed on a “stop sell<\/em>” and others re-branded to EE (e.g. BT TV). EE will also continue to be the main focus for all things mobile.<\/p>\n

During this period we’re expecting to see a big launch, as well as some smaller staggered launches of specific features \/ products. One of those will be the introduction of BT’s long-awaited and Wi-Fi 6 equipped Smart Hub 3<\/strong> (SH3) router (this is said to have suffered delays due to development and supplier issues), except due to the branding plans this now looks set to launch as an EE product first.<\/p>\n

The previous Smart Hub 2<\/strong> launched in 2018 with better support for their FTTP<\/a> and G.fast<\/a> based ultrafast broadband products (here<\/a>), although specification wise it wasn’t actually all that different from their original Smart Hub kit, which first launched all the way back in 2016 (here<\/a>). Suffice to say that BT’s top end router is in need of a more significant update.<\/p>\n

A Spokesperson for BT said:<\/strong><\/p>\n

“As the UK\u2019s largest broadband provider, we continually review new, innovative ways to deliver the best in-home connectivity, and our customers will be amongst the first to hear when we launch something new.”<\/p><\/blockquote>\n

We’re also expecting BT \/ EE to complement the SH3 with an updated Complete Wi-Fi 2 (CWF2) mesh system (unclear if this will happen on the same day), and it’s probably safe to assume that they’ll give this the WiFi<\/a> 6 treatment too. As always, this article should be taken as a very rough overview of what we’re expecting from BT and EE during H1 2023, but we’ve seen major plans suffer delays before, so keep that in mind.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sources have informed ISPreview that UK broadband ISP BT will trigger the next phase of their plan to turn EE into their “flagship brand for consumer customers” around the February to April 2023 period, which among other things may see their new Smart Hub 3 (SH3) router launch first as an EE (not BT) product.<\/p>\n","protected":false},"author":1,"featured_media":29769,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[422,474,405],"class_list":["post-25460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-802-11ax","tag-bt","tag-ee"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nBT Prep Consumer EE Rebrand and SmartHub 3 Router for Spring 2023 - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Sources have informed ISPreview that UK broadband ISP BT will trigger the next phase of their plan to turn EE into their "flagship brand for consumer\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2023\/01\/bt-prep-consumer-ee-rebrand-and-smarthub-3-router-for-early-2023.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BT Prep Consumer EE Rebrand and SmartHub 3 Router for Spring 2023 - 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