The year 2015 marked a transitional period for EE, a major UK telecommunications provider formed from the merger of Orange and T-Mobile. During this time, the company made significant changes to its customer loyalty programs and faced scrutiny regarding its customer service standards. For consumers interested in promotional benefits and service quality, the available information highlights the discontinuation of a long-standing entertainment offer, the introduction of a new digital streaming trial, and regulatory actions concerning complaint handling procedures.
Discontinuation of the Orange Wednesdays Cinema Offer
One of the most notable changes for EE customers in 2015 was the announcement regarding the "Orange Wednesdays" promotion. This program, which provided mobile customers with two cinema tickets for the price of one, was a defining feature of the Orange brand for over a decade. EE confirmed that the offer would be discontinued, with the final valid date being the last Wednesday of February 2015.
Alongside the cinema offer, EE also halted a similar two-for-one dining deal offered at Pizza Express, effective the same date. The company attributed the decision to a decline in offer uptake and evolving customer viewing habits. An EE spokesperson noted that while the promotion was a massive success at its peak, the brand had changed following the merger. EE indicated it was working on new customer entertainment rewards to replace the legacy offer, though specific details were not provided in the available documentation.
New Entertainment Benefit: Apple Music Trial
In response to the changing landscape of digital entertainment, EE introduced a new promotional offer in 2015: six months of free access to Apple Music. This initiative targeted both new and existing customers willing to sign new contracts, representing the first time a UK mobile operator offered Apple’s premium streaming service.
The trial period extended beyond the standard free trial usually offered by Apple. Once the six-month period concluded, customers had the option to opt out or continue the service at the standard subscription rate, which was billed via their mobile phone bill. It is important to note that while the subscription fee was waived during the trial, data usage for streaming music was not included for free. EE estimated that streaming the app consumed approximately 110MB per hour. To manage data usage, customers were advised to download music via Wi-Fi for offline listening. The offer was compatible with various Apple devices, including iPads, Apple TVs, Macs, and PCs.
Regulatory Scrutiny and Customer Service Standards
While EE expanded its entertainment offerings, the company also faced significant challenges regarding its customer service standards. Ofcom, the UK communications regulator, fined EE £1 million for failures in handling customer complaints between July 2011 and April 2014. The specific failures included not providing certain customers with accurate information regarding their rights to use an Alternative Dispute Resolution (ADR) scheme and failing to inform customers that the ADR scheme was free to use. In response, EE amended its complaints code and ADR information materials.
EE identified these issues internally in 2013 and initiated a program to address them before Ofcom’s investigation began. Following the fine, EE reported that complaints to Ofcom had decreased by 50% in the preceding year.
Further data from Ofcom in 2015 indicated that EE generated the highest volume of complaints for both broadband and mobile phone services as a proportion of its customer base. Specifically, EE topped the list for broadband complaints in both the first and second quarters of 2015. Subscribers cited issues related to faults, billing, pricing, and charges. EE also received the highest volume of complaints for its landline service, with the primary issue being difficulties in changing providers. Despite these statistics, EE noted a decrease in complaint volumes from Q1 to Q2 2015.
Conclusion
The developments at EE in 2015 illustrate a company balancing the introduction of modern digital benefits, such as the Apple Music trial, with the retirement of legacy promotions like Orange Wednesdays. Simultaneously, the company navigated regulatory penalties and high complaint volumes, prompting internal reforms to improve customer service standards. For consumers, these events highlighted the shifting nature of telecommunications promotions and the importance of regulatory oversight in maintaining service quality.