Uswitch responds to EE ID launch

Ernest Doku, Uswitch telecoms expert, comments: “The levelling up of EE, not just as a provider but a platform for customers on any network via EE ID, is a novel approach for the brand to integrate themselves into consumers’ daily lives. 

“This move drives the nature of competition in the market beyond a speed race - even while launching a 1.6Gb product. 

“While BT does still exist in the customer space - EE being a flagship brand radically changes consumer mindsets beyond loyalty to individual products and services, towards loyalty to the brand as a whole. 

“It's a massive play to try and shake up the telecoms market, while benefits such as unlimited data for just £10 or dedicated broadband options for gamers are the preserve of those customers taking out EE products.

“Aligning with Microsoft for gaming and Apple, NOW, Sky and TNT for content illustrates just how serious EE is about repositioning itself towards being a single destination for best-in-market broadband, TV and mobile services. 

“The strategy is definitely pull rather than push to get BT customers over to EE, manifesting in now having all of their key products and benefits on services offered by the new brand. BT will still exist, but its value will diminish over time as the best products are reserved for those customers making the leap.

“The idea of enabling customers to finance products across consumer electronics as well as offering connectivity truly is a concerted effort to reposition EE as a key player for customers on any network, with vehicles like eSIM and Wi-Fi connectivity being weaved into the fabric of a renewed relationship with the brand.

“It remains to be seen whether customers will be attracted by the lure of EE as a one-stop-shop for all their connectivity and subscription service needs. Initial perks and benefits for those in the ecosystem seem well pitted against competitors, but there’s sure to be healthy competition from other retailers as the proposition evolves.”