The UK mobile industry faces big challenges. It is a heavily commoditised market, defined by price competition and whether the latest handset comes free.
Five major networks and numerous off-shoots all advertise heavily with the same offer, while customers look elsewhere for innovative
communication solutions. Everything Everywhere came to Wolff Olins with two strong brands Orange and T-Mobile – asking what a third, all-new, game-changing brand could do for Britain?
Together, we created EE – a brand that helps you do things you couldn’t do before. For too long the mobile industry has been defined by “computer says no” and improvements in technology have left many behind. We equipped EE with a business idea, Now You Can drove major investments into the UK’s first ever 4G network, fibre broadband and film. A new way to serve customers on the high street, on the phone and most importantly for the new brand, online. The new brand proved to be compelling to partners. EE was able to secure some exciting exclusive new devices to launch with too, including the Samsung Galaxy SIII LTE and Nokia Lumia 920, as well as being the UK’s first and only 4G network ready for the iPhone 5.
At launch 4G was turned on in 11 cities with more than 700 stores across the UK became EE branded overnight. Playful communications telling people the EE story in social media and advertising went live. EE has achieved the fastest customer uptake of 4G in Europe with over 500,000 customers in just seven months. They achieved their goal of 1 million users by September 2013, beating their target by three months. And 4GEE is already helping people do more with their technology:
•42% more customers download apps on the go
•37% of customers use less or no public Wi Fi
•26% of customers use mobile banking services
EE have also recently pledged to help build the digital skills of one million people through a series of new initiatives.