{"id":36015,"date":"2023-10-18T11:30:07","date_gmt":"2023-10-18T10:30:07","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=36015"},"modified":"2023-10-20T12:23:19","modified_gmt":"2023-10-20T11:23:19","slug":"ee-becomes-bts-main-uk-broadband-brand-launch-1-6gb-fttp","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2023\/10\/ee-becomes-bts-main-uk-broadband-brand-launch-1-6gb-fttp.html","title":{"rendered":"EE Becomes BT’s Main UK Broadband Brand – Launch 1.6Gb FTTP UPDATE"},"content":{"rendered":"

The big branding change continues. Some 18 months have passed since UK telecoms giant BT<\/a> announced (here<\/a>) that EE<\/a> would – over time – gradually become their “flagship brand for our consumer customers<\/em>” (i.e. converged broadband ISP and mobile plans etc.) and another shift begins today, alongside the launch of their 1.6Gbps package.<\/p>\n

In case anybody has forgotten. Back in April 2022 the BT<\/a> Group announced a significant and surprising change in their branding strategy, which leant toward simplification (i.e. no more having “two of everything<\/em>“) by turning EE<\/a> into their “flagship brand<\/em>” for consumer customers, while BT<\/a> becomes the main brand for their Enterprise and Global units. Finally, Plusnet<\/a> will continue to \u201cserve customers with basic no-frills broadband and landline<\/em>.\u201d<\/p>\n

NOTE:<\/strong> Openreach<\/a>’s national FTTP<\/a> network currently covers almost 12 million UK premises, rising to 25 million by December 2026.<\/div>\n

Since then there have been a series of gradual moves (e.g. product changes and withdrawals) to help facilitate this transition, such as the fact that BT and Plusnet<\/a> no longer sell their own-brand mobile plans (i.e. if you want consumer mobile, go to EE<\/a>) and the provider’s latest SmartHub Plus (SHP \/ SH3.1) router launched first as an EE, rather than BT, branded product.<\/p>\n

Despite all this, BT has continued to sell consumer broadband, phone and TV packages, but that was never going to last forever and today will see a bigger move away from BT and on to EE.<\/p>\n

What’s happening?<\/strong><\/span><\/h3>\n

EE is essentially re-launching itself today as a “new platform for UK consumers<\/em>” and a “new brand<\/em>“, which includes features such as EE ID, new TV products (EE TV returns, albeit much the same as BT TV before it), the launch of their 1.6Gbps FTTP<\/a> package on Openreach<\/a>’s broadband network (as soft launched in June 2023<\/a>), best value mobile, and priority gaming services. A lot of existing packages are also being “revamped<\/em>“.<\/p>\n

The changes are also being supported by a nationwide advertising campaign, which will lead with three separate TV adverts and launches on Friday 20th<\/sup> October.<\/p>\n

Marc Allera, CEO of EE, says:<\/strong><\/p>\n

\u201cToday we\u2019re incredibly proud to be launching a new platform for the UK, open to anyone and everyone \u2013 that will transform our customers\u2019 experience beyond connectivity.<\/p>\n

With an EE ID, customers nationwide will be able to access a wide range of exciting new products, services and experiences across new sectors \u2013 easily and conveniently, in one place. We are also evolving the EE brand, while at the same time doubling down on great new connected products, with the launch of the fastest broadband, best value convergence, and exciting new TV services.\u201d<\/p><\/blockquote>\n

Underpinning all this is EE’s revised platform – a new online marketplace bringing customers new ways to shop, organise devices, subscriptions and services, as well as their digital identity. Powered by EE ID<\/strong> (utilising multi-factor and passkey authentication to keep personal data secure), the new platform can be accessed via the EE App as well as online, for all UK consumers regardless of their current mobile or home broadband network.<\/p>\n

From launch, the first release of the platform will offer access to traditional network products, as well as the new EE Consumer Electronics Shop, Gaming, Home Security, Insurance and Subscription services. Upcoming releases will, over time, add more partners subscriptions, services and capabilities, including the ability to log-in to 3rd party websites and partner-verified identity.<\/p>\n

In terms of the “new<\/em>” EE TV<\/strong> products (it’s not the first time they’ve had a service called EE TV), these are said to reflect a “comprehensive range of flexible content and set-top-box options<\/em>“. For example, the EE TV Box Pro device with multi-room is due to launch in the “coming months<\/em>“, which sounds a lot like BT TV’s current kit.<\/p>\n

In addition, the EE TV app is to launch on Apple TV 4K with a bespoke TV guide offering a live TV experience as well as an EE branded remote. In addition, the Apple TV app will also become available on EE\u2019s set-top boxes. Naturally, this shift means that the existing BT TV service will be rebranded to EE TV in the “coming months<\/em>“.<\/p>\n

Next up. Tomorrow will finally see the launch of EE’s long-promised 1.6Gbps<\/strong> (120Mbps uploads) home broadband tier on Openreach<\/a>’s national Fibre-to-the-Premises<\/strong> (FTTP<\/a>) network, which at the wholesale level is currently still only in its pilot stage (due to complete by the end of 2023). But curiously, EE’s announcement makes no mention of service prices, although we’ll update with details on that ASAP.<\/p>\n

The announcement claims this package “delivers the fastest speeds and reliability of any major provider in the UK<\/em>“, although Vodafone<\/a>’s 2.2Gbps package has technically just stolen that crown. EE should have perhaps added the words “widely available<\/em>“, as Openreach’s coverage is superior. Virgin Media<\/a> are also preparing to launch a 2Gbps tier and that will be able to cover well over 16 million premises.<\/p>\n

Following an exclusive partnership agreement with Cambridge-based developers, Netduma<\/strong>, EE is also introducing a new service called \u2018WiFi<\/a> Enhancer<\/em>\u2019, that will allow customers to boost their home connectivity by prioritising their online traffic using \u2018game mode\u2019 and \u2018work mode\u2019. EE is also introducing new WiFi<\/a> Controls, allowing customers to take control of all the connectivity in their homes and get the most out of their Wi-Fi.<\/p>\n

Finally, EE Broadband customers will also be able to “exclusively unlock market leading unbeatable value mobile savings for their whole household<\/em>“. This includes for the first time being able to add unlimited data SIMs on flexible 30-day subscriptions from just \u00a310, which should help to keep them competitive with O2<\/a> and Virgin Media<\/a>’s various bundles.<\/p>\n

Closing Thoughts<\/strong><\/span><\/h3>\n

The move is a significant one on their branding journey and, as it stands, we’re still far from certain that turning EE into BT Group’s main consumer brand is the right decision. The big problem here is that BT has, for as long as we can remember, been the main brand associated with their consumer broadband, phone and TV base, and indeed we\u2019d question the wisdom of doing anything to change that. People often also associate it with Openreach’s rollout of new networks, even though they’re now legally separated, but BT still significantly benefits from that via word of mouth.<\/p>\n

By comparison, EE still feels like a younger brand and one that has historically been more associated with mobile. Trying to change something that is so well established in the consumer subconscious is often a lot harder than marketing departments realise. As such, we can\u2019t help but feel that BT has failed to understand just how closely tied their central brand is to consumer broadband and phone, which is something that may hurt them.<\/p>\n

The area to watch here will be in how much all of this impacts future growth in their customer base, which is a difficult area to assess because BT has long since stopped publishing customer figures for their total broadband base (we do get details of their FTTP base, but that has its own context in this market of demand for full fibre and so isn’t much help).<\/p>\n

At the time of writing, we don’t yet have all of the specific prices and product details for EE’s new options, but that should become much clearer tomorrow. In the meantime, our original coverage of their 1.6Gbps soft launch covers most of what you can expect on the broadband side (here<\/a>).<\/p>\n

UPDATE 11:35am<\/strong><\/p>\n

EE has informed us that 1.6Gbps will be sold as their \u2018busiest homes bundle<\/em>\u2019 and will be \u00a369.99 per month <\/strong>on a 24-month plan. By context, their Full Fibre 900 plan is \u00a358.99 and Fibre plans start from \u00a332 for 36Mbps.<\/p>\n

UPDATE 20th Oct 2023<\/strong><\/p>\n

At present the only way to order the 1.6Gbps plan is to phone EE directly. We suspect this may be partly to limit potential demand (i.e. low-key promotions), at least until Openreach takes the related tier out of the pilot phase.<\/p>\n","protected":false},"excerpt":{"rendered":"

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