The UK’s largest operator EE will put digital at the core of its marketing strategy as it debuts the country’s first 4G network and rolls out a third brand to accompany its existing Orange and T-Mobile propositions.
Speaking at the launch of the formal unveiling of the EE brand and 4G network ambitions yesterday, Stephen Day, EE’s chief of brand and Spencer McHugh, EE’s director of brand, explained to new media age their ambitions to articulate this revolutionary technology to the UK market.
The operator has dubbed the roll out of the new network – a fixed and mobile offering – “a pioneering new technology that offers superfast mobile internet at speeds typically five times faster than 3G speeds today” (nma.co.uk 11 Sep 2012).
Day explained that Orange and T-Mobile will continue to exist as its “mobile brands” whereas the EE brand will be focused on super-fast connectivity to new media age.
He also said the EE offering, when it begins rolling out by the end of 2012, will also have additional services which he couldn’t specify with new media age citing competitive advantages.
“Orange will be there and there will be rewards with that offering [such as Orange Wednesdays, Orange Shots] and will remain a mobile-focused brand with 3G as standard,” he said. “T-Mobile will also continue as a mobile brand that will be more of a value-offering,” added Day.
He also declined to describe EE as being positioned as the premium brand within the operator’s stable of offerings although he did say that the enhanced 4G speeds, as with most network offerings, would come with an attached price.
Existing T-Mobile and Orange customers will be able to remain on their existing offerings but the operator will encourage users to take advantage of the latest EE services.
“We want to tell people that they will be part of the biggest and best network in the UK,” he emphasised discussing the new brand strategy.
McHugh said that because the EE brand had digital at its core then using such channels, and social in particular, would play a critical role in its launch. “Born in 2012, EE will have digital at its heart [both in terms of the services and its brand values],” he added.
For instance, in the run-up to yesterday’s announcement of the EE brand, the operator’s communications teams were in close negotiations with Twitter to facilitate the launch. Plus an official EE Twitter handle is already operational, with the operator using an in-house team to work on the launch, see below. As of yesterday the operator was using #4GEE as a promoted Tweet with McHugh adding: “Its important to involve [the operator’s existing 27m customers] around the company and the EE brand.
EE is also currently using its YouTube page to encourage sign-ups to the new service with a promotional video highlighting the possibilities the new network also in circulation, see below.
4GEE and Fibre Broadband from EE