EE is pushing further into the telly space with a brand new streaming app that brings popular channels and platforms all under one roof.
The network provider has vowed to quash squabbles over what to put on the telly, and who gets priority when it comes to the internet on a Friday night with its latest announcements.
The TV app, named EE TV, will put AppleTV+, Sky Sports, TNT Sports (formerly BT Sports), Now TV and Discovery+ in one place for subscribers with multiple paid-for packages.
It will also host the ‘normal’ TV channels, including all the content on BBC iPlayer, ITVX, More4 and Channel 5.
Sky channels will be available through Now TV.
BT customers are set to automatically gain access to EE TV in the coming months, BT executive Sharon Meadows explained.
The EE TV app will feature on the Apple TV 4K box, while the Apple TV+ app will feature on EE TV boxes, thanks to a partnership between the two companies.
As a major perk, multi-room viewing has been thrown in free of charge.
“Existing BT customers will transfer to EE TV in the coming months with no change to their package, they can even use the same BT top box,” Meadows said during the announcement.
“You’ve already paid for the content.
“So we’re including multi-room with no extra charges and doing our bit to minimise arguments in homes across the country.”
EE serves more than 25million mobile and broadband customers across the UK.
CEO of EE Mark Allera said the app’s announcement, alongside the unveiling of new Wi-Fi perks and a EE ID platform, formed part of the company’s efforts to make the brand more relevant to consumers.
Independent technology analyst Paolo Pescatore said the changes at EE signal the gradual “disappearance of the iconic BT brand on the high street and in people’s homes.”
“Strategically, this puts the new EE in pole position compared to its traditional telco rivals,” he continued.
“Others have their own challenges and will fall further adrift given the need to be more flexible and agile in a radically converged and cut-throat marketplace.
“This will force them to accelerate their own efforts, platforms, mindset, and strategic vision.“
What new EE platform?
Alongside its TV and Wi-Fi announcements, EE unveiled a sparkly new platform that appears to rival the likes of John Lewis or Amazon.
The platform, named EE ID, is open to everyone – not just EE or BT customers.
EE ID will be a place where consumers can shop for, trade-in and upgrade tech products and manage subscriptions.
It brings people’s technology habits into one destination.
Consumers can use the new platform to buy anything from a new subscription, tech insurance or a Microsoft Word package.
EE has essentially collated all its partnerships – including with Microsoft, Call of Duty’s Activision and AppleTV+, into one place, to bring consumers an easier way to juggle their devices, apps, and monthly payment plans.
Allera recognised that most people these days are struggling under the weight of a household filled with various connected devices, multiple subscription plans and payment plans.
“This new platform from EE is open to anyone and everyone,” he said.
“You won’t need a mobile or broadband contract to enjoy what’s on there.
“This is us adapting to what the role of a telco will be in the future.
“This is a future that we know will drive more demand than ever before for networks and data.
“The changes we’re making and those announcements are about us adapting to meet our customers need for the next decade.”
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