EE built relevance beyond mobile, dramatically growing broadband customers, share and new revenue.
In 2023, EE faced a mobile category in structural decline, with the market effectively spending £250m a year to stand still. The entire category was fighting over the 10% of consumers in-market at any given moment, while ignoring the 90% who weren't.
By reorganising around what people do with their connectivity – not what EE sold – the brand built relevance with the 90% and planted the seeds of future demand.
This paper lay outs the evidence that the strategy drove a 257% rise in broadband customers up 257% and a 490% increase in market share. It argues that this both protected the mobile business and provided hundreds of millions in new revenue from categories that didn't previously exist.