EE customers could be about to find out what’s going to replace the fondly regarded Orange Wednesdays promotion, after the carrier announced a press call for February 2nd.
After over a decade of swelling audiences at cinemas nationwide and some genuinely memorable trails and ads, the two-for-one promo, which was latterly rebranded EE Wednesdays, is set to end on February 25th.
With a few weeks remaining until it goes the way of flip phones and physical keyboards, it makes sense for EE to use the February 2nd breakfast briefing for tech journalists to make a pre-emptive announcement to keep customers onside and on its network when the offer is removed.
EE has yet to announce what it's got lined up as a replacement offer, but has said that it’ll involve “customer entertainment rewards’ and that it will reflect that “our customers viewing habits have evolved”.
In view of the recent announcement that cinema takings fell last year and the universally accepted corollary that the rise of TV streaming services were to blame, you don’t have to be an industry analyst to surmise that the new customer sweetener will likely feature access to the latter.
Quite what form it'll take we don’t know. It could be free rentals one day per week via Wuakitv, which comes installed with EE’s TV set top box.
Or it could be something along the lines of Vodafone’s current selection of sweeteners that entitle customers on its 4G Red plans to a choice of Sky Sports Mobile or NowTV.
In the best case scenario, EE could have inked a scene-stealing deal with Netflix. Or it might have inked some kind of agreement with Amazon for free use of Amazon Prime Video. That'd still be pretty cool.
Either way, given how popular Orange Wednesdays was, it’s fair to say that EE is going to have do something a bit special or innovative to appease customers.