BT Plus will grant you unlimited mobile data when your Wi-Fi goes down

BT will aim to restore its brand alongside a push for convergence

The key message is that the company will converge their network by 2022, which will mean (it says) that "customers will never again have to think or worry about which network they are connected to".

After months of trials of co-selling BT branded broadband and TV in selected EE stores, Allera confirmed that the brand would be returning to the high street permanently with dedicated displays in all 620 stores.

BT is launching its new BT Plus plan next week which brings together home broadband, mobile and Wi-Fi capabilities into one converged plan, with one simple bill.

Consumer will keep customers connected by bringing together the best of mobile, broadband and Wi-Fi networks through first-of-their-kind converged products, and is committing to provide the best service and the widest choice to customers across the UK.

EE is also launching a new support app which, with permission, will allow customer service agents to use the camera on a customer's phone to view problems they're having with a product or service and provide situation-specific support.

There's also good news for smartphone fans who run out of data on a regular basis with EE now revealing its new gifting service.

Following positive feedback about its new UK-based call centres, BT will now close all overseas sales, accounts and technical support centres and move to a 100% United Kingdom and Ireland offering by 2020.

On Wednesday it set out a strategy from consumer boss Marc Allera to offer seamless services such as supercharged broadband to provide customers with faster speeds and a hub offering the best TV content to counter BT's image of a former telecoms monopoly dogged by bad customer service.

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"We're going to be the first to launch 5G", he said, describing its aim as "a huge thing". Plans for a service that can switch between Wi-Fi and 4G depending on the connection have always been long talked about.

EE customers will be getting new support and set-up tools, including augmented reality (AR) assistance, a number of new features for household plans, such as data gifting and enhanced parental controls, and hybrid mobile plans which combine features from pay-as-you-go and contract plans.

EE is becoming the first United Kingdom network to support all major Smart Home ecosystems with new, strategic partnerships with Hive and Nest plus a wide range of smart cameras, thermostats, sensors and lighting - providing options for customers whether they prefer Hive, Google, Apple Homekit, or Alexa smart home ecosystems. "The announcement of BT Plus marks the launch of the UK's first fully converged service offering", said Paolo Pescatore of CCS Insight.

"This growing unit is very well positioned to be a leader in the changing United Kingdom multiplay market".

"Convergence isn't just about bundling products", Allera said. "More importantly the new structure and strategy provides better clarity on the future direction of the consumer segment which has been in limbo for some time".

Alongside an expansion in the EE retail network, Allera said such innovations would allow his three brands to offer a level of personalised service beyond anything now available.

We will also be interested to see how a bonded 4G and fixed line broadband network will work in practice, not least with respect to potentially improving overall data speeds for those on slower lines but also in terms of managing usage allowances (fixed lines tend to be unlimited while mobile is usually capped) or port forwarding flexibility when playing online video games. "We believe that this will turn around its fortunes given that BT TV has recorded losses for the last two quarters and subscriber growth over the last couple of years has been lacklustre".

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