BT to start selling smart fridges and coffee machines to boost sales and raise US profile
EE, the retail division of the FTSE 100 firm, will begin selling home electronics from next year, in addition to existing products including games consoles, laptops and cameras.
That will put it in direct competition with retailers such as Amazon and Currys, as EE expands its subscriptions, insurance and online gaming.
Retail move: EE announced that starting next year it will begin selling home electronics in addition to existing products, including games consoles, laptops and cameras.
Over the past six months, EE had managed to grab a 12 per cent share of the UK games console market despite starting from scratch.
It will target consumers who have not yet subscribed to its mobile or broadband services by allowing them to set up an account that gives them access to its products.
“With an EE ID, customers will be able to access a wide range of exciting new products, services and experiences easily and conveniently,” said EE boss Marc Allera. BT shares rose 0.8 per cent, or 0.95p, to 118.3p.
EE and the consumer division are the biggest driver of BT’s sales, generating around £2.4bn of revenue in the three months to June. BT is now making EE its flagship brand.
“We will start to see the disappearance of the BT brand on high streets and in homes,” said analyst Paolo Pescatore.
He added that the decision to move into electronics would be seen as a “threat” by other retailers and would put it “in pole position compared to its traditional telecoms rivals.”
