BT Consumer returns to multi-brand approach to ‘defend and win’ against altnet incursion
FY24–25: BT CEO Allison Kirkby has found an ally in new Consumer boss Claire Gillies as they work to undo ‘underweight investment’ in BT and Plusnet brands of recent years. U-turn on New EE strategy sees multi-brand approach ‘reactivated’, regional campaigns to beat local altnet competition…
This article includes:
- Organisations: BT; BT Consumer; EE; Openreach; Plusnet.
- Geographic: UK.
- People: Allison Kirkby; Claire Gillies; Marc Allera.
- Themes: Altnet competition; Brand consideration; Broadband; Fixed-mobile convergence (FMC); FTTP; Marketing investment; Mobile contracts; Multi-brand strategy; Platform approach; Pricing comparator; PSTN; Regional campaigns; SIMs per household; SME; SoHo.
- Events: BT Group earnings for FY24–25.
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