1/31/2014 9:44:50 AM
EE to review its indirect consumer partnerships
EE has announced its plans to carry out a review of its consumer distribution strategy putting third party retailers on red alert, Mobile can exclusively reveal.
The UK's largest network currently has relationships with Carphone Warehouse, Phones 4u and other high street retailers and third party entities which will be under review. Last week Mobile revealed that EE was to invest in its direct retail operations with new concept stores and plans to increase its franchise estate.
This will come as worrying news to EE's indirect partners. Last year Three pulled out of Carphone Warehouse after a similar split with Phones 4u, while Vodafone raised speculation about its high street future will the announcement of its plans to concentrate on its direct channels by opening up a further 250 stores in 2014. Today, Phones 4u also announced a complete split with O2 and will not be offering any upgrades, new contracts or pay-as-you-go deals with the operator.
EE chief commercial officer Marc Allera said: "EE has kicked off a review of our distribution strategy, primarily in the consumer space. We expect the outcome to follow our preference for fewer, deeper, longer term relationships with key partners who are prepared to share our network and service goals, while focussing on value."