Is BT on to a winner with its takeover of EE?

James Hammersley compares the ecommerce performance of the companies in the headlines against their key competitors and benchmarks them to find the real winners & losers.

As mobile telecommunications commoditise and data services to smartphones become increasingly competitive, the mobile communications sector is in the throes of a major restructuring.

Whilst the proposed acquisition of O2 by Hutchison is receiving a poor reception from Ofcom and the European Commission, BT has just completed its takeover of EE and is already moving fast to integrate its new acquisition.

By comparing EE against four of its closest competitors, we come to a conclusion as to how well EE are performing and whether BT’s move creates an advantage that will be difficult to overhaul in a market that could be argued to be near saturation.

James Hammersley is a founding partner of Good Growth. He is also the co-author of ‘Leading Digital Strategy’, a guide to e-commerce strategy.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.

Come on in, it’s free.

This isn’t a paywall. It’s a freewall. We don’t want to get in the way of what you came here for, so this will only take a few seconds.