No plagiarism detected Objective: “To be the UK's biggest, fastest and most reliable mobile network” (EE, 2015) Although EE classifies the above as their business objective it should not be seen truly as an objective as it is not SMART as it does not the time in which EE aim to achieve the objective. Aims: • Voice and 4G data coverage across 90% of the UK’s geography • Mobile voice coverage of more than 90% of the UK’s 245,000 miles of roads by 2017 • A call completion rate of 99.6% as the network carries more than 150 million calls per day • Double speed 4G to 90% of the UK population, enabling data speeds up to 60Mbps to smartphones and tablets • 4G+ to twenty of the UK’s busiest cities, doubling capacity for every user and enabling 150Mbps …show more content…
Products and services As of December 2015 EE offers four different types of products and services (EE, 2015): • EE Plans: These are the mobile network plans offering a range of data, minutes and text on a range of devices and sim cards; the main core of the business • Smartphones and tablets: These are designed and created by and for EE. • Cash on Tap: A wireless mobile payment system for handheld devices • EE TV: A Freeview box allowing for streaming to mobile devices Business and markets EE was formed as the result of the merger of two major companies in the Telecommunications Industry, Orange and T-Mobile, in 2010. EE has continued working in the telecommunications sector as T-Mobile and Orange did …show more content…
According to Gee (2015) the mobile telecommunications sector was estimated to be worth £15.7 billion in 2014. As of 2013 EE generated £5.734 billion though its mobile service (Figure 2). Compared to other mobile network retailers in 2010 EE lost a large portion, 4.7% in growth in revenue compared to the year before (Ofcom, 2015). This is most likely due to the merger between T-Mobile and Orange. EE key financial data, 2012-13 (Figure 2, Mintel) Figure 3, below, shows the total mobile connections by pre-pay and post-pay by