BT overhauls consumer business with bid to combine mobile and broadband

Marco Green
May 16, 2018

A new "emotional" advertising campaign will aim to restore the BT brand after years in which marketing focused entirely on price promotions while the company faced mounting criticism over broadband speeds and reliability.

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.

"Convergence for us is all about bringing the best of everything we do in one place together".

At the time of writing it's already been suggested that if your fixed line went down then the 4G would take over and adopt an "unlimited" data allowance, which could create a big strain on capacity during major fixed line outages in busy areas (we've asked if any limits would be applied to performance etc).

The bonded network technology is just one element of a much wider strategic realignment that is now getting underway at BT Consumer, created to position the entire organisation as a national communications provider of choice.

Consumer will keep customers connected by bringing together the best of mobile, broadband and Wi-Fi networks through first-of-their-kind converged products, and is committing to provide the best service and the widest choice to customers across the UK.

The key message is that the company will converge their network by 2022, which will mean (it says) that "customers will never again have to think or worry about which network they are connected to".

BT • EE
BT • EE

The point is apparently to offer BT punters the best combination of services across its three United Kingdom consumer brands: BT, EE and Plusnet. BT also received the most complaints for mobile and pay TV services. Perks for consumers will include a 4G Wi-FI mini hub, built by Huawei, which will be dispatched to users as a "courtesy connection" while users wait for broadband services to be installed or repaired.

In time for the kick off of the next football season in August, EE customers will be able to access new BT Sport app features including the ability to cast content direct from a mobile platform to a TV with inclusive data.

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.

This confirmation backs-up details that emerged in an earnings presentation in May, where BT chief executive Gavin Patterson is reported to have said "We will look to have a commercial 5G product launched in the next 18 months".

Paolo Pescatore, analyst at CCS insight, said: "This growing unit is very well positioned to be a leader in the changing United Kingdom multiplay market".

Analyst Paolo Pescatore at CCS Insight said the update provides a much-needed boost to BT, given the widespread negative publicity it has endured in recent months.

"Encouragingly, Marc and his team are taking a broader role beyond mobile and individual consumers and more about household telecom requirements". Pescatore said: "The three distinct brands remain and for now clearly cater for specific segments. However, we reiterate our belief that at least one will be dropped in the medium to long term".

Other reports by Click Lancashire

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