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Kester Mann, an analyst at CCS Insight, said the move was “clearly an attempt by EE to lure customers from rivals”, but said it was not clear how the company planned to do so.
He added: “Today’s update won’t quell mounting questions over whether telecom operators can monetise their networks, compete with big technology companies and rejuvenate financial performance.
“But EE at least appears to recognise its challenges and the changes outlined feel like a step in the right direction.”
EE has already enjoyed some success with the sale of games consoles such as Xbox and PlayStation, and is hoping to copy this strategy with a wider range of products from running machines to fridges.
The push is the brainchild of Mr Allera, who joined BT when it bought EE in 2016. He was widely viewed as a frontrunner to take over the top job from Philip Jansen at the end of this year but lost out to Allison Kirkby, one of the company’s non-executive directors.
Ms Kirkby, BT’s first female boss, will join at a turbulent time for the former telecoms monopoly, which has acquired an agitating top shareholder in Patrick Drahi, a French billionaire. He is understood to have supported Mr Allera in his bid to become BT chief executive.
The company is planning to cut up to 55,000 jobs by the end of the decade as part of a broader plan to reduce costs by £3bn. BT’s share price has slumped by more than 50pc over the last five years and its market value is now less than the £12.5bn it paid for EE.
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