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What BT's new consumer group mindset means for the BT, EE and Plusnet brands

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BT has brought its BT, EE and Plusnet businesses under a new consumer group built to offer seamless, next-generation broadband, mobile and wifi packages and services.

As a result of the restructure, the group's mobile, broadband and content strategies have shifted, as have its plans for smart homes, family plans, streaming partnerships and services – all of which has been in the works since BT snapped up EE for £12.5bn in 2015. Leading the news is the development of the BT Plus platform which will bring together the distinct bundles onto a single bill.

The Drum spoke to Pete Oliver, managing director of marketing and sales at BT, and Max Taylor, managing director of marketing at EE, to learn what the reboot of the BT business means for the future of the company. They were speaking just days after the company shed 13,000 of its 80,000 strong UK workforce and announced it was moving away from its London HQ.

The BT, EE and Plusnet brands were collectively brought under the auspices of Marc Allera, chief executive of BT consumer brands, last year as the first step towards a "convergence" of services.

Oliver said: "We've got three great marketing teams and we've seen that this is a great opportunity to improve the way people get connected to the internet." Each brand will remain a distinct entity, however. "We have seen that the customers of each brands want different things.

"You don't see this multiple brand approach in telecoms very often. BT customers are a little bit older, they want high quality and reliability, but don't need the latest thing; EE are more tech savvy and want the latest iPhone, and Plusnet's role is to attract value customers, without the bells and whistles."

Each group will retain their identities and the creative agencies that provide their individual tone of voice. There can be savings made in the media buying space, however. "It doesn't make sense to have the brands make their own media planning rule, we have one team that does that," said Oliver. All of the group's buying will continue to go through GroupM's Essence.

What will be communicated in three separate marketing campaigns will be the group's coming together and the resulting services and features.

A big pillar of the move is a renewed investment in customer services. Oliver said: "We recognise that BT customer service has not always been as good as it should have been." As a result, by 2020 all of the group's call centres will make a marked return to UK and Irish shores – something he noted consumers were hungry for.

EE

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EE's customer service solutions on the other hand are much more on the tech side. The company is introducing augmented reality assistance through its app. Customer service advisors will be able to assess and assist with broadband setup and trouble shooting without visiting the site. The app also features remote assistance so the individual can diagnose network problems.

Outside of the home, and away from the digital space, Oliver underlined proudly that BT is making its way back to the high street through EE which has around 620 stores across the UK. Following a pilot, the plan is to integrate the BT brand into these stores – much like Dixons Carphone or Curry's PC World have done.

Oliver said: "Customers don't find it confusing. They are quite used to seeing multiple brands in the store. BT customers, according to our research, value the option of going to speak to people face to face. People can come in and try all this stuff, which is quite new for home broadband and TV, no one is doing that at scale."

There is also space for other relevant brands to come into this retail space, he added.

Bt

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On the content side, as BT is also a significant TV broadcaster as well as a telecoms firm, Oliver admitted there has been a disconnect between TV and digital platforms, something that has been a barrier to entry for some users. He claimed he would often use Now TV through his games console because he couldn't do it through BT's platform. "Why am I watching this through a games console?" With the new product he assured: "We will be the only people to solve that problem."

To that end, BT has bolstered its TV package by partnering with Amazon Prime Video and Now TV which will be available through BT's platform, a big coup after it many years ago became the first European broadcaster to put Netflix on a set top box.

On this hunger for content, Oliver said: "We recognise there are big channels some people want – like BT Sport – but we are embracing the fact that people want to watch shows on Netflix, people are talking about shows like Stranger Things, Narcos, Man in the High Castle, these are not on traditional channels and people want a way to view them."

Speaking at MWC in Barcelona, BT Sport managing director of strategy and content, consumer Andy Haworth revealed that content is vital to selling on the broadband and mobile products. "Half of our customers were buying TV and broadband together [so] as the number one broadband provider in the UK, not having access to or being credible [in TV] was going to create real structural challenges."

EE

Max Taylor, managing director, marketing at EE, remarked that the EE brand is only five years old but having grown to dominate the mobile market, it comes into this group convergence from a position of strength.

From day one, EE was tasked with innovating the market and targeting a different customer segment from BT, something it will continue to do. Chiefly, this will be through its new comms platform 'Who Says You Can't'. An ad coming out in June will feature brand ambassador Kevin Bacon, alongside comedian David Mitchell and a handful of monkeys.

Taylor said: "We will continue to use this playful but purposeful tone. We are innovating and creating a unique proposition that we will bring out to market in that typical EE way."

The drive will focus on EE's family mobile packs. Those on the package can elect to share data with each other, a dynamic that will most probably flow from parents to children. But the wider campaign is not just intent on influencing consumers, instead it is to signal internally that mobile is a thing of the past; the next battlefield will be the converged market of mobile, wifi and smart tech.

"This is a mindset shift in the whole organisation as we challenge ourself to do more across all these new categories," said Taylor. "It is an external and internal comms campaign."

On the media side, there will be changes too. It will still lean heavily on social – something that rivals Three and Vodafone are going doing. However, it is all happening below the line. As a mobile network, it makes sense for the company to "dial up" its personalised SMS or next-gen RCS messages – some of which will feature video.

"As we expand into multiple categories we face challenges with the most appropriate product or proposition to recommend to customers at any moment in time. So we have made a massive investment in our martech capability around CRM and digital deployment, we are one of the biggest below the line communicators in the UK.

"We currently have about half a billion messages being sent every year. We see that number increasing to a billion in the next few years."

This drive will help to deliver "personalised, relevant communications" about the many new products and services, most of which are documented below.

New products

At an event in London today (16 May), BT unveiled a whole new line of products. This comes in addition to launching BT Plus, which will offer all the services mentioned above in the one bill. The company is looking to make the move from mobile to wifi seamless and make both work with each other by 2022.

Whether that is free mobile data during a home move while waiting for broadband set up or unlimited mobile data during a broadband outage, or mobile working in tandem with broadband at peak times during sluggish service, BT has a whole suite of products coming. The third prong in this approach is that it will boost its public wifi spots to 12,000 units.

EE has made a marked move towards the smart home, for which it wants to be the retailer of choice. It boasts that it will be the first UK network to support all of the major smart home ecosystems across tech like smart cameras, thermostats, sensors and lighting – providing options for customers whether they prefer Hive, Google, Apple Homekit or Alexa smart home ecosystems.

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Brand Positioning

Brand Refresh And New Digital Experience for Ombudsman Service

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For some, complaining isn’t easy – but Ombudsman Services has created a new industry-leading digital platform to ease the resolution process for disputes between consumers and businesses. It has also launched a new brand identity that reflects the future direction of the business and brand strategy. 

Defining the brand and what digital means for customers and clients has led the digital experience design and helped shape the overall consumer experience. 

 Working in partnership with digital agency Code Computerlove and branding design specialists Halo, the not-for-profit organisation has created a clear brand proposition and digital strategy that is guiding its digital transformation programme.

The new site – www.ombudsman-services.org – has been completely redesigned by Code Computerlove with clearer navigation and user journey. The tone of voice and content has been created to reflect Ombudsman Services’ brand proposition and identity, created by Halo, with straightforward, clear and friendly language.

As the UK’s largest independent multi-sector ombudsman, Ombudsman Services resolved more than 90,000 consumer complaints in 2017 alone. As specialists in the energy and communications sectors, the organisation works with businesses to help them improve their complaint-handling process and customer service more generally.

Jodi Hamilton, head of marketing and communications at Ombudsman Services, said: “The new digital functionality and features we have introduced follow in-depth consumer research – specifically looking at how users are behaving within digital channels and their future demands.

“But this is just the beginning. Digital interfaces provide unrivalled insights and we will be using ongoing performance measurement to continually evolve our digital effectiveness.

“Our aim is to respond to customer needs through the digitalisation of the business, aligning digital with the changing business and brand strategy.

“Improving our digital capabilities lies at the heart of our organisational strategy and the changes that we have introduced are all born out of in-depth user and insight into customer needs.

“Visitors to our site now benefit from a new design, an easy-to-navigate website and a fast, intuitive digital complaints process. The improved platform has also increased internal efficiencies and our ability to respond quickly – something that both consumers and businesses have come to expect in the digital age.

“We also have a wealth of data and we’re exploring new ideas for added value services and ways of working with our partners.

“Overall our aim is to appeal to a wider audience, increase users and make our services accessible and easy to use. We want to deliver a best in breed service to consumers as well as service providers signed up to us.”

Nick Ellis, strategy director at Halo, added: “Working with Ombudsman Services has been an inspiring journey. Developing a strategic proposition and design architecture, that’s both representative of the business today and as it evolves for the future. With all this in mind, we have produced a brand that’s digital first, designed for contemporary consumers, accessible and engaging. A brand that does the right thing.”

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Digital

Healthcare Equipment Leasing Market Report 2019 – 2025: Top Key Vendors – Epson America, Evena Medical, Orpyx Medical Technologies, Qardio

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This MGI research report categorizes the Top key vendors in Healthcare Equipment Leasing Market include are Apple, AT&T, Google, Samsung Electronics, Sprint, Telefonica, T-Mobile US, Vendors to Watch Out, Cyberdyne, IHealth Labs, Interaxon, IRhythm Technologies, Lark, Proteus Digital Health, Sotera Wireless, Withings, Emerging Vendors, Biosensics, Cambridge Temperature Concepts, Epson America, Evena Medical, Orpyx Medical Technologies, Qardio.

Get Free Sample Brochure of Healthcare Equipment Leasing Market @ https://www.marketgrowthinsight.com/sample/18221

Apart from this, the valuable document weighs upon the performance of the industry on the basis of a product service, end-use, geography and end customer.

A high focus is maintained on factors such as demand and supply, production capacity, supply chain management, distribution channel, product application and performance across different countries. The report not only offers hard to find facts about the trends and innovation driving the current and future of Healthcare Equipment Leasing business, but also provides insights into competitive development such as acquisition and mergers, joint ventures, product launches and technology advancements.

A quick look at the industry trends and opportunities

The researchers find out why sales of Healthcare Equipment Leasing are projected to surge in the coming years. The study covers the trends that will strongly favour the industry during the forecast period, 2019 to 2025.

Besides this, the study uncovers important facts associated with lucrative growth and opportunities that lie ahead for the Healthcare Equipment Leasing industry.

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Major Classification are:

  •     Short Term
  •     Medium And Long Term

Major Application are:

  •      Hospital
  •     Clinic

Region wise performance of the Healthcare Equipment Leasing industry 

This report studies the global Healthcare Equipment Leasing market status and forecast, categorizes the global Healthcare Equipment Leasing market size (value & volume) by key players, type, application, and region. This report focuses on the top players in North America, Europe, China, Japan, Southeast Asia India and Other regions (Middle East & Africa, Central & South America).

Get Discount On Your Region @ https://www.marketgrowthinsight.com/discount/18221

Key points from TOC:

7 Global Healthcare Equipment Leasing Manufacturers Profiles/Analysis

    7.1 De Lage Landen International

7.1.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.1.2 Healthcare Equipment Leasing Product Category, Application and Specification

7.1.2.1 Product A

7.1.2.2 Product B

7.1.3 De Lage Landen International Healthcare Equipment Leasing Capacity, Production, Revenue, Price and Gross Margin (2013-2018)

7.1.4 Main Business/Business Overview

    7.2 GE Capital

7.2.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.2.2 Healthcare Equipment Leasing Product Category, Application and Specification

Continue..

This Healthcare Equipment Leasing market report holds answers to some important questions like:

  • What is the status of the Healthcare Equipment Leasing market that is segmented on the basis sale as well as types?
  • Which segment will generate more revenue for the Healthcare Equipment Leasing industry in the coming years?
  • Who are the leading international Healthcare Equipment Leasing brands? Which product is consumed more?
  • Which countries are expected to grow at the fastest rate?
  • Which factors have attributed to an increased sale worldwide?
  • What is the present status of competitive development?

Make an inquiry @https://www.marketgrowthinsight.com/inquiry/18221

Related Reports:

Smart Wearable Healthcare Equipment Market Insights – Global Analysis and Forecast by 2025

About Market Growth Insight:

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Data & Analytics

Mind the GDPR Generational Gap!

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DIGITAL NATIVES MOST EMPOWERED BY DATA RIGHTS

A new study by data specialists Wilmington Millennium reveals that Millennials and Generation Z are the most empowered age groups when it comes to protecting their personal information. Sixteen to thirty-four year olds are the most likely to act on the powers afforded to them by GDPR.

Almost half (48 per cent) of Generation Y and Z have taken some action since GDPR was introduced last May, including requesting their personal information is deleted by an organisation, finding out what personal data is held on them by an organisation or contacting the Information Commissioner’s Office (ICO) to make a complaint. By comparison only a quarter of Generation X and a third of Boomers have taken similar steps.

Millennials are most likely to ask for their information to be deleted, with one in three saying that they have already done this. This rises to one in five for the rest of the population. Generation Z are the most likely to both request a data audit (15 per cent compared to an average of nine per cent) and complain to the ICO with 18 per cent saying they had contacted the Information Commissioner to register a data breach or data processing concern. This compares to just 7.5 per cent for the remainder of the population.

Boomers were the least likely to take any action with only one per cent saying that post GDPR they had contacted the ICO, three per cent claiming that they had contacted a business to find out what information is held on them and 15 per cent requesting that their information was removed from a marketing database.

Comments Karen Pritchard, Director, Wilmington Millennium:

“It is interesting that it is the younger generations that are actively protecting their personal information, rather than the older age groups who have been campaigning for greater control over their data rights for years. The discrepancy between the ages groups is significant – for instance 18 per cent of Generation X versus one per cent of Boomers making a complaint to the ICO. Despite this, it shows that GDPR is having a positive impact with consumers becoming increasingly data savvy. This is a good thing as our research shows that the majority of people now believe that marketing communications are better than they were prior to the 25thMay 2018.”

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