BT overhauls consumer business with bid to combine mobile and broadband

16 May, 2018, 21:10 | Author: Regina Silva
  • BT will aim to restore its brand alongside a push for convergence

The UK's first truly hybrid home broadband combines a superfast broadband network with a 4G network to give customers consistent and reliably fast broadband speeds, even in areas with traditionally slow broadband speeds or at peak times.

EE is also launching a new support app which, with permission, will allow customer service agents to use the camera on a customer's phone to view problems they're having with a product or service and provide situation-specific support.

More broadly, BT Consumer will also launch a business unit dedicated to establishing and maintaining partnerships with other innovative tech companies, with the aim of bringing their products and services to customers, and giving users the ability to control such services by, for example, making micro-payments through their mobile bills.

Marc Allera, the chief executive of BT's consumer arm, unveiled the shift towards the "convergence" of mobile and fixed line networks alongside a broader shake-up of the business as he merges it with the mobile operator EE.

BT says its Plus customers will benefit from the fastest speeds from BT on broadband and mobile. BT's Keep Connected Promise means that if ever there is a fault with a customer's home broadband, BT enables unlimited data on their BT mobile plans and will send a 4G Wi-Fi Mini Hub with unlimited data so the customer can stay connected while their broadband is repaired or installed.

It also announced that it is planning to launch a single, converged "smart" network by 2022, combining the power of both fixed and mobile networks.

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In a candid address to journalists, Allera said customer feedback showed the overseas call centres did not offer the same level of service as those in the United Kingdom and that customers were right to demand performance that matched the increasingly vital role broadband and telecoms play in our daily lives. BT will also be returning to the high street across the United Kingdom throughout 2018, providing customers with BT products and advice in EE's expanding footprint of more than 620 retail stores.

Across all three brands, BT Consumer is committing to provide the best and most personal support for customers.

Consumer will onshore customer service roles to answer 100% of BT customer calls in the UK & Ireland by the end of 2020.

The bonded network technology is just one element of a much wider strategic realignment that is now getting underway at BT Consumer, created to position the entire organisation as a national communications provider of choice. As well as offering access to Prime Originals such as The Grand Tour, The Man In The High Castle and Lucifer, the new BT TV app will also allow customers to download and plat content on the move for the first time.

Mr Allera will seek to reignite growth in BT's pay-TV business with a deal to distribute Amazon's streaming service as part of subscriptions, taking a lead over Sky and Virgin Media which have so far only signed up Netflix. "Arguably, the biggest partnership announcement is with Amazon", he said. It also hopes to put new, digitised customer service options in place.

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