EE TV keeps brand after BT takeover completes


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Editor

| 01 February 2016




Kevin Bacon may yet continue his ads for EE as BT has revealed the brand will persist in the new organisational structure following its takeover of the telco.



RTVN 1 Feb BT The £12.5 billion buyout was first announced in December 2014 and at the time BT claimed that the acquisition would have many customer benefits such as combined fibre broadband, Wi-Fi, plus what it claims will be the UK's most advanced 4G network.

Under the new structure, there will be six lines of business. Two will serve consumers, two will focus on businesses and the public sector - one in the UK and Ireland and one globally - and two will provide wholesale services to other industry players.

Among these will be the Consumer and EE divisions. The former will reflect the work of BT Consumer and will continue to serve ten million households with broadband, telephony, TV and mobile services. Its CEO will continue to be John Petter. EE will be led by Marc Allera and focus largely on the consumer market retaining its brand, its network and its high street stores. It will serve its customers with mobile services, broadband and TV.

"I’m delighted we have now completed our acquisition of EE,” commented BT group chief executive Gavin Patterson. “We will operate a multi-brand strategy, with UK customers being able to choose a mix of BT, EE or Plusnet services, depending on which suit them best. The acquisition enables us to offer great value bundles of services and customers are set to be the winners as we compete for their business.”