EE dips toe in adjacent markets with snazzy relaunch

BT-owned EE has hatched an ambitious plan to reposition itself as the hub around which customers organise their online lives.
It has also become the principle destination for BT’s consumer broadband and TV offerings, which will use the EE brand going forward, sitting alongside EE’s mobile services.
Central to this new strategy is the EE ID, which is pitched as the gateway to a portfolio of services, some of which are familiar fare from a telco, others not so much.
Once signed up and