News
Sign of things to come as mobile operator taps new parent’s content assets.
EE on Monday began offering contract customers six months of free access to the BT Sport App, the first of many expected cross-selling initiatives between the mobile operator and its new parent.
The app provides mobile access to every BT Sport channel apart from its 4K channel, as well as ESPN. It means EE customers can watch a whole host of sports including Premier League and Champions League football, Premiership rugby, and UFC, among others.
EE has its own content offering in the form of EE TV; however, while its set-top-box comes with a lot of features, it lacks a broad range of premium content, and perhaps more importantly, it does not let customers watch programmes on mobile devices when connected to its mobile network.
"Now, as part of BT Group, we are able to offer customers the chance to watch the very best in live domestic and European sport when out and about," said EE CEO Marc Allera, in a statement.
The offer is open to consumer and small business customers on a pay-monthly handset, tablet, or SIM-only price plan. After the six months is up, the BT Sport App will cost £5 per month on a rolling 30-day contract that can be cancelled at any time.
"We are seeing the first fruits of EE leveraging BT’s content asset and as a result of this, we fully expect to see a return of the BT brand on the high street with EE promoting BT Sport in store," said Paolo Pescatore, director of multiplay and media at CCS Insight.
"There are plentiful opportunities for subscriber and revenue uplift for both companies given that 14 million households do not buy products from either BT or EE, and a further 10 million households buy a product from only one entity," he added.
