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EE retail partner review nears its conclusion after Phones 4u rethink

Michael Garwood
February 3, 2015

Phones 4U collapse forced EE to rethink partner strategy. Changes to current partners “inevitable”

EE’s much delayed retail partner review is expected to conclude in the coming weeks, after admitting the collapse of Phones 4U forced it to rethink its plans.

The review was announced a year ago by EE chief commercial officer Marc Allera, and has seen the operator work closely with its indirect retail partners, in a bid to help drive customer experience levels and sales.

Amongst the “tens of partners” up for review, include Carphone Warehouse (Dixons Carphone), Fone House, Get Connected and Go Mobile.

EE announced last week it has now agreed a long term partnership with Dixons Carphone – ending speculation the operator had planned to terminate its agreement (then just Carphone Warehouse) back in June last year.

Allera refused to discuss any potential cuts to partners, but insisted that changes were “inevitable”.

“There is a long tail of partners outside the likes of Dixons Carphone, and it takes a while to work through.

“Some aren’t as big as the major players – but they all play an important role in either upgrading or acquiring customers for us. As we look to the distribution space of the future thats aligned with our objectives, it’s inevitable there will be some changes.”

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