A strategy that delivers for everyone

Our ambition is bold and stretching: to be the world’s most trusted connector of people, devices and machines.

Our strategy guides us on the journey to meeting that ambition. And our strategic framework explains clearly how our strategy will help us deliver our ambition by generating value for all our stakeholders.

Our strategy is based on three pillars: to build the strongest foundations, to create standout customer experiences and to lead the way to a bright, sustainable future

Our strategy
Our strategy

  • Ambitions are only as strong as the foundations they’re built on.

    That’s why we continue to strengthen ours. Technologically, we’re building the best converged network. We’ll keep investing in full fibre, 5G, network capabilities and extended access. We want to build the best, most reliable converged network to help our customers do more.

    Operationally, we’re building a simpler, more dynamic BT. We’re simplifying our processes and products and modernising our technology. We want to be more efficient and responsive and be easier to deal with and work for.

    Internally, we’re building a culture where people can be their best. We’re stripping away complexity and giving our colleagues the chance to learn and grow. We want to be a destination employer. One that attracts and retains a diverse and talented mix of colleagues who are able to focus on what’s important to our customers.

    By taking these actions, we’ll build strong foundations that our stakeholders can count on. 

    • For us, building the strongest foundations starts with the network. The need for people and businesses to connect has never been greater. As the number of connected devices keeps growing, we need a converged network that uses the best of our mobile and fixed networks to seamlessly support our customers’ needs.


      towns and cities with EE’s 5G mobile network

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      our 2026 full fibre build target

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      daytime data traffic doubled since lockdown

    • In May 2020, we announced the next phase of our transformation: to modernise our business. To do that, we’re focusing on four key missions:

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      reduction in our older consumer broadband products

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      increase in IP voice connections during 2020/21

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      gross annualised savings delivered during 2020/21

    • We’ll remove complexity to give our people the opportunity to learn and grow, with the tools to be the best they can be. We’ll become a destination employer with clear career paths, attracting and keeping the most diverse workforce. We’ll create a colleague experience which is Personal, Simple and Brilliant.

      A culture where people can be their best
      A culture where people can be their best

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      colleagues attended learning masterclasses

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      video views on our new digital learning management system

    *All information as at 31 March 2021

  • We focus relentlessly on creating standout customer experiences.

    We’re doing that through the solutions we sell, the outcomes we deliver and the way we engage with our customers. We’re moving from merely selling products and services to delivering better, smarter, differentiated solutions and outcomes. We’re connecting more customers to new technologies. And we’re investing in and innovating across our portfolio of solutions, to meet our customers’ current and future needs and to make sure they experience the full benefits that new technologies offer.

    We want to deliver outstanding experiences and service for our customers when they use our solutions and when they engage with us across all our channels. We want to always put our customers’ needs first – acting transparently, keeping them and their data safe and secure and delivering brilliant service every time.

    We want our customers to feel we’re a strong and supportive partner that they can trust and rely on. 

    What actions will we take?

    To guide our actions, we must set the bar for truly “standout experiences” – they will help us become the most trusted connector of people, devices, and machines.

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    5G-ready EE consumer customers

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    security solution product launches this year

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    people in small businesses supported through digital skills training

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    copper and fibre faults repaired on time

    All information in the above is as at 31 March FY21

  • We’re looking to tomorrow too.

    Leading the way to a bright, sustainable future means two things for us:

    1.       Creating new technologies so we can deliver outstanding outcomes for customers and country.

    2.       Being a sustainable, responsible business by helping people build better digital lives, championing responsible tech and human rights, and tackling climate change and environmental challenges.

    We want what we do to benefit everyone, and how we do it to build trust between us and all our stakeholders. 

    What actions will we take?

    With a legacy of innovation, a leading stance on sustainability, and an influential position for good, we’ll lead the way to a bright, sustainable future.

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    people reached with help to improve their digital skills since 2014/15

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    reduction in our carbon emissions intensity since 2016/17

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    of the electricity we consume worldwide is renewably sourced

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    people learnt or did something new as a result of our Top Tips on Tech campaign

    All information in the above is as at 31 March FY21