BT overhauls consumer business with bid to combine mobile and broadband


"We're investing across BT, EE and Plusnet so that we can provide our customers with the widest choice of products and services, on the best networks, and with the best service in the United Kingdom".

Embattled BT is attempting to gain a head start on rivals with the launch of new packages that blend broadband, mobile and pay-TV as a single service and bill.

Consumer will also increase mobile customers" "Time on 4G' to 99% by 2020, and be first to market with 5G mobile to complement 4G.

It launches next week, and BT says that if customers ever experience broadband issues, they'll automatically gain access to unlimited data on their BT Mobile plan (and get their hands on an EE 4G Wi-Fi Mini Hub with unlimited data) for however long it takes for their broadband to get fixed.

This allows families to gift their data to anyone on their account.

This latest technology will harness the power of EE's 4G network and BT's fixed fibre to offer customers fast speeds and a more reliable connection. The My EE app also allows parents and carers to monitor and control how much their children are online and what they're accessing with easy-to-use content filters.

BT AND EE have announced the first fruits of their merged operations, with a joint roadmap involving its three main brands - BT, EE and Plusnet.

Still smarting from last week's dismal annual results, BT today made a raft of announcements for its consumer group, including a converged broadband and mobile network.

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While it has already stripped out costs by integrating back-office functions, BT will now provide customers with a more joined-up offering, backed by a marketing campaign and a move to improve its customer service reputation by bringing its call centres back to Britain and Ireland by 2020.

Marc Allera, chief executive of EE, was anointed CEO of the BT Consumer business previous year, that brought together EE with the existing consumer division to create the £10bn integrated mobile, broadband and pay-TV outfit.

Meanwhile EE will seek to be the first United Kingdom network to offer a superfast same-day smartphone delivery and expert set-up service, which will launch in London first, and they'll boost their customer support via augmented reality (AR) customer service tools, EE Remote Support and EE Virtual Support.

BT's Consumer business unit - comprising BT's broadband business, mobile operator EE, and ISP Plusnet - has unveiled a new strategy, marrying its core fixed broadband, mobile and Wi-Fi networks to create a unified converged asset by 2022.

And what will matter a lot will be TV content and the new move will see BT TV become the first United Kingdom company to include the Amazon Prime Video app as part of the EPG delivered through its set-top box.

Another interesting question is over how such close convergence might eventually impact the existing branding, particularly with respect to EE as it may become harder in the future to distinguish between them and BT.

It's also partnering with Enjoy to offer same-day delivery to a location of the customer's choice, and personalised set-up of the customer's new service or device. "We are going to create a new, smart, converged network for our customers".