They are keeping EE and the brand for some time. It's worth running two brands, the EE brand can be related to people who do not want or need BT fixed line services, BT Mobile can be associated with fixed line customers who want to bundle all 3 or 4 services together. EE,Plusnet and BT target different types of customers and it's vital they get this right. By using different brands and different pricing structures, they are able to target a wider audience and maintain market share much more easily. I wonder if they will launch plusnet mobile?
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