The UK telecommunications giant, BT acquired EE for £12.5bn in 2016. Last year BT said the BT brand will take a back seat as it will make EE its flagship brand in the consumer market.
A change in the way we take our brands to market. We have to be more focused and more efficient. We are evolving from today’s approach in the consumer market where BT and EE both take centre stage, to one where a flagship brand will lead our approach to future innovation, convergence, and services beyond connectivity.
When I was in London last week I noted that a BT WiFi hotspot I had used before was now an EE WiFi hotspot. I could still log in using my BT Broadband credentials.
When I got home I noticed that BT have reconfigured our router so that it is now broadcasting the EE WiFi SSID.
Not sure what difference this makes.