BT reveals new EE integrated structure

BT reveals new EE integrated structure

BT has announced a major restructure following the purchase of EE.

BT used its recent financial results to reveal the news that it will split the business into six segments, this includes a new division to serve businesses and the public sector. The changes will take effect from April.

The telecoms giant has also said that it intends to keep the EE brand focusing largely on the consumer market. This includes the network and large UK high street presence.

The financial results for BT were very positive, revenues increased 4.7% for the quarter, the best result for the brand in 7 years.

Some units merged

A number of EE business units will be brought in line with BT departments as part of the new structure most significantly the EE business segment which will join the business and the public sector division. The MVNO will be merged into the wholesale and ventures part of the business.

In terms of personnel most of the new division’s will be led by established BT employees. The notable exception being the wholesale unit which will be run by EE’s former sales and marketing officer Gerry McQuade as its CEO.

Multi brand plan

Group Chief Executive Gavin Patterson explained that the brand would operate a ‘multi brand strategy’ that would give customers access to a number of bundled deals across the different brands, he said: ’We will operate a multi brand strategy with UK customers being able to choose a mix of BT, EE or Plusnet services, depending on which suit them best. The acquisition enables us to offer great value bundles of services and customers are set to be the winners as we compete for their business.

‘The acquisition provides us with a chance to refresh our structure and we have done that by creating a major new division that will focus on businesses and the public sector in the UK and Ireland. We want to support those sectors by offering customers the very best services whether that be dedicated private lines, network products such as fibre broadband, mobile solutions, IT services or cyber expertise to keep them safe.’



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