LONDON (Reuters) – EE, Britain’s biggest mobile operator, announced on Wednesday the launch of a new sales platform called EE ID, aimed at expanding its retail offerings to non-existing customers by selling gaming consoles and other electronics.
EE, which is owned by BT, the UK telecoms giant, stated that this new platform would be accessible to anyone in Britain and would sell gaming consoles, tablets, and upgrade packages, mirroring the 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,” explained EE Chief Executive Marc Allera during a press conference.
EE claims to currently be Britain’s largest smartphone retailer.
In the mature mobile market of Britain, where EE faces competition from VM O2 (jointly owned by Telefonica and Liberty Global), Vodafone, and CK Hutchison’s Three, mobile network providers are seeking new avenues for business growth.
Vodafone and Three are in the process of merging to invest in building new 5G infrastructure and attracting new customers.
Additionally, EE announced plans to offer an enhanced TV package by providing subscribers with Apple TV. By bundling broadband, mobile, and TV services, the company aims to expand its customer base.
(Reporting by Sarah Young; Editing by Sachin Ravikumar)
