UK mobile operator EE eyes growth from new retail platform

Liberty Global

18/10/2023 11:30

LONDON, Oct 18 (Reuters) - EE, Britain's biggest mobile
operator, said on Wednesday it would launch a sales platform
called EE ID to try to grow its retail offering by selling
gaming consoles and other electronics to people who are not
existing customers.
    EE, owned by UK telecoms giant BT  BT.L , said its new
platform would be open to anyone in Britain and sell gaming
consoles, tablets and upgrade packages, in the same way it
currently sells smartphones.
    "It's about giving customers more reasons to be with EE more
often, to create more stickiness with the brand," EE Chief
Executive Marc Allera said a press conference.
    EE says it is currently Britain's largest retailer of
smartphones.
    In Britain's mature mobile market, where EE competes with VM
O2, jointly owned by Telefonica  TEF.MC  and Liberty Global
 LBTYA.O , plus Vodafone  VOD.L  and CK Hutchison's  0001.HK 
Three, mobile network providers are hunting for new ways to grow
their businesses. 
    Vodafone and Three are in the process of trying to merge so
they can invest to build new 5G infrastructure and attract new
customers.
    EE also said on Wednesday that it planned to offer an
enhanced TV package by providing subscribers with Apple TV, as
it seeks to build its customer base by bundling broadband,
mobile and TV services.

 (Reporting by Sarah Young; Editing by Sachin Ravikumar)
 ((sarah.young@thomsonreuters.com; +44 20 7542 1109; Reuters
Messaging: sarah.young.thomsonreuters@reuters.net))