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EE on its ambition to build a ‘new’ brand

EE is hoping its “simpler message” will make things easier for consumers as they begin their “journey” of redefining themselves.

The company is in the process of building a “new EE brand,” one that helps its customers “navigate the complex world” of technology rather than just being a mobile carrier. This means EE will strive to be relevant in areas like gaming and smart home technology, as well as mobile.

“We have struggled for some time about our role in a very complex world for our customers,” said BT Group CEO Marc Allera today ( June 15), speaking at the launch of the brand’s new flagship experience. store in London.

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