EE SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 4013

SWOT Analysis of EE with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

(earlier Everything Everywhere) Deustche Telecom (50%) & Orange(50%)





Tagline/ Slogan

No other network is bigger, faster & more reliable


4G services market leader & first mover



Fixed line and mobile telephony, broadband

Target Group



Positioned as UK’s biggest 4G network

SWOT Analysis


1. More than 27 million customers somce its existence.

2. main strengths of EE is the largest coverage, including biggest 3G network across the UK

3. the company operates the largest amount of retail stores, 570+ (including 100 franchise stores), which located on the high streets and shopping malls

4. EE launched 4G service long before other rivals that allowed giving access to over 70 % of UK population, making it the market leader.

5. Sponsorship of big football and movie events increases brand visibility


1. Brand recall is very week due its recent launch compared with established brand names.

2. EE is mainly targeting the business segment and thus losing out on individual consumers


1. Growing market for telecommunication industry
2. Great platform of B2B business growth for EE, especially with its broad 4G services.
3. Increased smart phone ownership and increased mobile phone usage

4. As the market leader of 4G service, it can boost its revenue by selling more 4G enabled phones and through post-pay contracts.


1.  Future growth potential of 4G may lead to intensive competition which might result in EE losing its market share & position

2. Increased number of IT attacks on mobile phones can discourage customers from using the data functions on their handsets that

will significantly affect the company’s margins
3.  Introduction of various VoIP and instant messenger applications for  phones can significantly decrease the use of EE voice services



1. Vodafone group plc

2. O2

3. Hutchison 3g uk limited

4. Telefonica uk ltd

The table above concludes the EE SWOT analysis along with its marketing and brand parameters.


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