EE, Britain's biggest mobile operator, said on Wednesday it would launch a sales platform called EE ID to try to grow its retail offering by selling gaming consoles and other electronics to people who are not existing customers. EE, owned by UK telecoms giant BT, said its new platform would be open to anyone in Britain and sell gaming consoles, tablets and upgrade packages, in the same way it currently sells smartphones. "It's about giving customers more reasons to be with EE more often, to create more stickiness with the brand," EE Chief Executive Marc Allera said a press conference.
EE unveiled an online marketplace accessible to UK customers beyond their own, designed to ease shopping experience for electronic devices and manage subscriptions.
EE has announced a shift towards platform services, expanding its offering from selling traditional telecoms. At an event in London, EE unveiled the first of a