BT’s EE moves forward with new TV offering as part of major brand update

(Source: EE)

The UK’s EE has this week taken a major step towards becoming owner BT’s prime consumer-facing brand with the launch of a new platform including a revamped TV service.

Launching a suite of products available to all UK consumers via an EE App or the web, with a new EE ID, the service provider is introducing a TV offering with a range of choices regarding content and set-top box.

On the box front, EE is providing the EE TV Box Pro and EE TV Box Mini with multi-room, due to launch in the coming months.

Meanwhile, a new EE TV app is to launch on Apple TV 4K with a bespoke TV guide offering a live TV experience as well as an EE branded remote. In addition, the Apple TV app will be available on EE’s set-top boxes.

The existing BT TV service will be rebranded to EE TV in the coming months.

The TV launch is part of a wider brand update and converged product range launch based around ‘four customers needs’ – game, home, learn and work.

Customers will be able to access products and services from third parties suing their EE ID. The new platform can be accessed via the EE App as well as online, for all UK consumers regardless of their current mobile or home broadband network.

The first release of the platform will offer access to traditional network products, as well as the new EE consumer electronics shop, gaming, home security, insurance and subscription services. Upcoming releases will, over time, add more partners subscriptions, services and capabilities, including the ability to log-in to third-party websites and partner-verified identity, said EE, adding that the EE ID will utilise multi-factor and passkey authentication to keep personal data secure.

From today, customers can also access EE Full Fibre 1.6Gbps. The operator is also introducing a new WiFi Enhancer, which allows customers to prioritise online traffic using ‘game mode’ and ‘work mode’.

“Today we’re incredibly proud to be launching a new platform for the UK, open to anyone and everyone – that will transform our customers’ experience beyond connectivity. With an EE ID, customers nationwide will be able to access a wide range of exciting new products, services and experiences across new sectors – easily and conveniently, in one place. We are also evolving the EE brand, while at the same time doubling down on great new connected products, with the launch of the fastest broadband, best value convergence, and exciting new TV services,” said EE CEO Marc Allera.