How EE’s updated gaming package has opened up new B2B opportunities

EE is stepping up its B2B service by leveraging its new focus as a destination for gamers. In addition to unifying its BT and EE identities under EE in October, the mobile and network provider also made its stores and services available to non-EE consumers for the first time. In a dramatic overhaul, the business refocused its marketing approach around four key customer behaviors: home, learn, work, and play. It also launched its dedicated EE ID system, a user-level ID unique to each consumer that does not require that user to have an EE phone number.