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33 EE

EE

Company: BT Group plc

Brand value: US$2,237 million

Headquarter city: Hatfield

Change since 2017: -4%

Industry: Telecom Providers

Year formed: 2010

EE is the UK’s biggest 4G mobile phone network, and also offers fibre home broadband and access to television content through its EE TV service. Altogether, EE provides more than 31 million connections across its mobile, fixed and wholesale networks. EE's 4G coverage today reaches more than 75 percent of the UK, and 99 percent of the population. EE's superfast fibre broadband service covers around 80 percent of the UK population, and its ADSL broadband service covers 98.7 percent of the population. In early 2018, EE launched a 4G antenna that rural domestic customers can install on their homes, giving them faster connection speeds. The move is part of the brand’s efforts to grow its share of the home broadband market. In its communications, EE frequently focuses on the superfast speed of its broadband and the quality of its phone connections. Hollywood actor Kevin Bacon has featured in EE advertising since 2012 and has been described as the “living personification” of the brand. In a recent ad, Bacon stars alongside former England footballer Rio Ferdinand in a campaign to launch the new Samsung Galaxy S9. Bacon also starred in the “Go All Out” campaign to promote the iPhone X on EE. At the national film and TV awards, the BAFTAs, EE trialled a “Style Scanner”, helping fans find affordable versions of stars’ red-carpet outfits. In the past year, EE staff in 600 outlets have been trained to guide parents in protecting their children online.

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