EE is planning to take on Amazon and Currys by becoming one of the biggest sellers of electrical goods including computers, cameras and ‘smart’ appliances.
It is part of an overhaul of the company, which is owned by BT and is best known for providing mobile and broadband packages.
Boss Marc Allera told The Mail on Sunday he wants customers to buy items through EE ‘every day and every week’.
His strategy also involves offering a service to corral multiple subscriptions to companies like Netflix into a single account paid through EE.
He said EE is aiming to become a ‘one-stop-shop’ for people who are growing increasingly tired of having to manage numerous subscriptions.
Doubling up: EE is planning to take on Amazon and Currys by becoming one of the biggest sellers of electrical goods
This week BT will switch to using the EE brand for all of its services to households.
It is a huge departure from the last three decades when the BT logo was synonymous with landline phones and internet.
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