BT Group outlines plans to make EE its flagship consumer brand

28 Apr 2022

BT Group has announced is it to make changes to the way it markets its services, with CEO Marc Allera confirming the company intends to move to an approach where it has a flagship brand for the consumer market.

Setting out its plans in a press release, BT Group confirmed that it has begun preparations to make the EE brand its flagship brand for ‘consumer customers focusing on convergence and future services’. According to the company, the ‘new’ EE will expand into new areas and focus on convergence of networks, devices and new services beyond connectivity. As to why it has opted for EE as the flagship brand, BT Group said this decision had been made after customers had told it ‘that EE is synonymous with the best mobile connectivity’, while that brand’s popularity in the fixed broadband market is growing steadily. Meanwhile, the BT brand will reportedly continue to play ‘an important but more focused role’ for consumer customers taking a standalone broadband and/or landline service. BT Group also confirmed that its value brand Plusnet will continue to serve customers with basic no-frills fixed broadband and voice services.

Away from the consumer sector, BT Group confirmed that for its Enterprise and Global units BT will be the flagship brand, ‘continuing its pivotal role in helping businesses of all sizes, public sector organisations and wholesale customers unlock their potential through embracing digital technologies’.

United Kingdom, BT Group (incl. Openreach), EE, Plusnet