"BT runs the UK's most advanced mobile and broadband networks, but our customers demand better connections, and the best service no matter where they are", explained Marc Allera, CEO of BT's Consumer business.
After months of trials of co-selling BT branded broadband and TV in selected EE stores, Allera confirmed that the brand would be returning to the high street permanently with dedicated displays in all 620 stores. "We are going to create a new, smart, converged network for our customers".
The consumer relaunch designed by Allera has become all the more important since the group announced plans to cut 13,000 staff and close its London headquarters, highlighting the pressures faced by the company and Patterson.
Consumer's ambition is to offer unrivalled choice, with the best content, smartest devices, and the latest technology, through partnerships with the world's best content providers.More news: Senate panel poised to recommend Gina Haspel's confirmation
The key message is that the company will converge their network by 2022, which will mean (it says) that "customers will never again have to think or worry about which network they are connected to".
While it has already stripped out costs by integrating back-office functions, BT will now provide customers with a more joined-up offering, backed by a marketing campaign and a move to improve its customer service reputation by bringing its call centres back to Britain and Ireland by 2020. It also hopes to put new, digitised customer service options in place. Perks for consumers will include a 4G Wi-FI mini hub, built by Huawei, which will be dispatched to users as a "courtesy connection" while users wait for broadband services to be installed or repaired. EE customers will be able to access the BT Sport app and all its features.
Consumer will make ultrafast broadband with speeds up to 314Mbps available to even more homes, up from more than 1m homes eligible BT Consumer customers today.
In keeping with this BT will launch two new products so that customers "never again have to think or worry about which network they're connected to" (assuming you've ever felt a need to "worry" about such things - we haven't) - the BT Plus service and the Keep Connected Promise.More news: Frances Bean Cobain loses battle to keep father's famous guitar
Paolo Pescatore, analyst at CCS insight, said: "This growing unit is very well positioned to be a leader in the changing United Kingdom multiplay market".
Last week BT talked about their aim to have a "single integrated all-IP fibre network" that enabled seamless converged access across fixed, WiFi and mobile services.
"This update provides a much needed boost to the BT Group, given the widespread negative publicity it has endured in recent months". Pescatore said: "The three distinct brands remain and for now clearly cater for specific segments".
We will also be interested to see how a bonded 4G and fixed line broadband network will work in practice, not least with respect to potentially improving overall data speeds for those on slower lines but also in terms of managing usage allowances (fixed lines tend to be unlimited while mobile is usually capped) or port forwarding flexibility when playing online video games.More news: Revamped, AI-powered Google News app goes live on Android, iOS