EE has given a glimpse of a potential “app for everything” as the mobile giant unveils a new platform for people to access its services.
As part of a major business shake-up, the BT-owned company has announced EE ID, an online space where people using internet providers can view and buy EE products and services for the first time.
A new platform built around a person’s identity (accessible via app or online) allows users to purchase traditional EE and BT products such as mobile and broadband services, as well as associated devices such as gaming consoles. You can also bundle your subscriptions. security and insurance.
Users will also be able to spread their payments and access trade-in and upgrade options through the service, which will be available to anyone, even if they are not an existing EE or BT customer.
Within the new platform, one of the options available to those purchasing EE broadband is the ability to access gamer-focused broadband that can be switched to prioritize players’ internet connections within the home.
X owner Elon Musk has previously said he wants to create a so-called “everything app” that gives users access to all the products and services they need most, including banking, social media, and entertainment, all from within a single app. He was talking about his wishes.
EE said this announcement is just the first wave of services planned through the new platform.
As part of the makeover, the EE brand will become even more prominent than BT, and BT customers will be asked to consider switching to EE.
The company also announced a new TV service offering live TV channels via Apple TV 4K.
Mark Arella, chief executive of EE, said: “Today we are very proud to be launching a new platform for the UK that is open to everyone and will transform the customer experience beyond connectivity. It’s a thing,” he said.
“EE ID gives customers across the country easy and convenient access to a wide range of exciting new products, services and experiences across new verticals in one place.
“We are also evolving the EE brand and ramping up the development of great new connected products, with the fastest broadband, the best value blend and the launch of exciting new TV services.”
Kester Mann, communications expert at CCS Insight, said EE’s announcement “represents an evolution of strategy rather than a major change in direction.”
“EE’s grand plan is to strengthen relevance among customers and inspire greater engagement, especially through apps,” he said.
“While today is an important step in that journey, there is no doubt for us that creating a new brand identity will be a challenging and time-consuming endeavor.
“EE’s new areas of focus make sense. Gaming, insurance and security are at its core, unlike high-risk industry forays into sports rights and financial services, many of which have failed. We haven’t strayed too far from our connectivity roots.
“Today’s update does not quell growing questions about carriers’ ability to monetize their networks, compete with big technology companies, and reinvigorate their financial performance.
“But EE at least seems to be aware of its challenges, and the changes outlined feel like a step in the right direction.”