BT has surprised analysts by revealing that it intends to retain the EE brand following last week’s £12.5bn takeover of the firm, ending suggestions that it would be ditched. As a result, Noel Hamill has been promoted to MD of marketing following the departure of former chief marketing officer Pippa Dunn.
BT will retain the existing consumer-facing branding on its newly purchased network and high street stores to maintain continuity. The firm will maintain its existing mobile, broadband and TV services with the division to be led by Marc Allera, EE’s chief commercial officer.
An EE spokesperson said: “Following today’s announcement that EE has formally joined the BT Group, CEO Marc Allera has confirmed his leadership team. The new leadership team is tasked with delivering a smooth integration with BT while maintaining and extending EE’s network leadership and drive to become the number one for Customer Service in the industry.”The EE business will operate in parallel with BT Consumer which will offer a range of broadband, telephony, and TV services, with EE’s MVNO business rolled into BT’s wholesale and ventures arm.
This apparent steady as she goes approach will mask significant changes behind the scenes however with major changes being planned for the company’s structure with BT spinning out a new UK-focused public sector division formed from scavenged parts of both.
International aspects of BT’s Global Services will be refocused to serve multinational firms and organisations.
In total it will have six business units moving forwards; two units to deal directly with consumers, a further two tol focus on its business customers and the public sector and a final two to provide wholesale services to industry rivals.
BT chief executive Gavin Patterson commented: "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.”
Marc Allera will head up EE whilst Graham Sutherland will remain in charge of Global Services and Graham Sutherland will take the helm of the new public services division.