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EE setting out to woo rival network dealers

Alex Yau
January 21, 2015

Operator identifies 10 large O2 and Vodafone dealers, with an aim of adding them to its own 40-strong direct partner network 

EE is targeting up to 10 major O2 and Vodafone dealers to join its partner programme after signing up long term O2-exclusive partner, Azzurri Communication.

The agreement, signed this month, sees Azzurri end a five year exclusive arrangement with O2. It will remain as a non exclusive member of the CoE programme replacement, the Direct Partner Network, when it goes live in April however.

EE enticed Azzurri by offering it the ability to sell its products under its own brand – only the second such agreement the operator has signed along with Virgin Media Business. It will also have a traditional partner agreement to sell products under the EE brand.

Azzurri has around 60,000 mobile connections.


EE director of small business, Mike Tomlinson (pictured), says it is in regular discussions with its rival’s larger players and would like to bring more on board to add to its 40-strong direct partner network.

“We’re hoping that it sends a signal to the market in terms of partner recruitments we are open for discussion,” he said. “We don’t want loads and loads of partners – we’re not reducing them – but the new partners have got to give us significant scale for it to be worth our while.

“There are probably 6-10 equal sized businesses who we would love to partner with, but this is the first new one that we’ve managed to sign up.”

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