In all honesty I’m not sure that this is really a ‘change’. This is what Marc Allera (and I think may also have been said by the original CEO of the time before he departed) is quoted to have originally said back when the whole shift was originally announced in regard to moving things to EE:
”…
“This is where our new chapter begins. From today, we’re starting the preparations to make the EE brand our flagship brand for Consumer customers focusing on convergence and future services.
While retaining much of the identity that is instantly recognisable to millions today, the new EE will evolve and stretch into new areas and be focused on convergence of networks, devices and new services beyond connectivity.
The BT brand will still play an important but more focused role for Consumer customers on standalone broadband and landline services. BT Sport will continue to broadcast the best in sport, as it prepares for its own new journey, in a joint venture with Warner Bros. Discovery. And Plusnet, our value brand, will continue to serve customers with basic no-frills broadband and landline.
Nothing will change for our BT customers. We will continue to serve and support them through our unrivalled nationwide sales and service with local presence all over the UK, just as we do today.”
…”
Having followed this since the original announcement, it seems this was always what was meant to happen (bear with me…):
- Customers will be moved over to EE if they are going to be having mobile and landline based internet products - convergence products
- Customers who are not on EE for mobile but have a home phone and broadband will stay BT.
I think the confusion stems from the shambolic confusion over at BT/EE where the employees and customer service team (from my assessment, BT people playing BT and EE — EE people cluelessly trained most of the time and making stuff up they don’t know about BT and ‘new’ EE), are trained poorly on how to handle all of it. Combined with incentive selling to push people to the ‘new’ EE to give them the numbers to justify the inflated and likely over-inflated budget of their marketing launch, this has caused customers to be ‘pushed’ toward EE.
This newer article seems to just back up what was originally said, and maybe they are at least acknowledging they have been a bit too gung-ho on the approach.
Taking all that into account, the initial premise never made any sense anyway. Move customers to EE except some customers… it ‘would’ make sense to migrate all customers, but I don’t think that was ever the intention.
BT was meant to be left as business, and broadband plus home phone only customers.
EE was meant to be broadband plus mobile (home phone if they want it) and TV if they want to and other stuff etc etc.
Which is actually confusing anyway lol.
