Ees 2015 Promotional Offers From Cinema Deals To Music Streaming

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In 2015, EE implemented significant changes to its promotional offerings, discontinuing long-standing benefits while introducing new digital entertainment partnerships. The source material reveals two primary promotional developments during this period that impacted EE customers.

End of an Era: Orange Wednesdays Phased Out in 2015

EE announced the discontinuation of Orange Wednesdays, a promotion that had provided mobile customers with two cinema tickets for the price of one each week. This long-standing offer, in place for over a decade, was scheduled to end after the final showing on the last Wednesday of February 2015.

According to EE representatives, the decision to phase out Orange Wednesdays was influenced by declining take-up of the offer in recent years. An EE spokesperson stated: "Orange Wednesday launched over a decade ago and at its peak was a massive success. After 10 great years our brand has changed and our customers' viewing habits have also evolved so it's time to move on."

The discontinuation of Orange Wednesdays marked a significant shift in branding for EE, representing the end of the highly visible Orange brand in the UK. Following the merger of Orange and T-Mobile that created EE, the company had continued the cinema offer exclusively for Orange customers. With the phase-out, customers would now interact solely with the EE brand.

In addition to ending the cinema promotion, EE also halted a similar two-for-one deal offered to Orange customers at the Pizza Express restaurant chain on the same date. The company indicated it would replace these promotions with another entertainment offer, though specific details about what this replacement would be were not provided at the time of the announcement.

Apple Music Partnership: Six Months of Free Streaming

EE introduced a significant new promotional offer in partnership with Apple Music during 2015. New customers—and existing customers willing to sign new contracts—were offered six months of free access to Apple's premium streaming music service.

This offer represented several notable firsts: - It was the first time a UK mobile operator had offered Apple's premium streaming app to customers - The six-month free period was double the standard free trial period that Apple typically offers for its service

The terms of the Apple Music promotion included: - After the six-month trial period ended, subscribers could either opt-out of the service or continue paying the standard subscription charge of £10 per month, which would be added to their mobile bill - The free access to Apple Music did not include free data for streaming; the app consumed approximately 110MB of data per hour - Customers could download music via Wi-Fi to listen to it later without consuming mobile data - Once registered, users could access the service on multiple devices including iPad, Apple TV, Mac, and PC

EE declined to comment on the revenue-sharing arrangements with Apple, stating that details of the deal were "commercially sensitive." This suggests that EE may have been receiving some form of compensation or favorable terms from Apple for promoting the service to its customer base.

Customer Service Context

While not directly related to promotional offers, the source material provides context about EE's customer service performance in 2015, which may have influenced customer perceptions of the company's value proposition.

In July 2015, Ofcom fined EE £1 million for failing to comply with the regulator's rules on handling customer complaints. Between July 2011 and April 2014, EE had not provided certain customers with accurate information about their rights to use an alternative dispute resolution (ADR) scheme and had failed to inform customers they could use the ADR scheme for free.

Ofcom's quarterly reports also showed that EE generated the most complaints for its broadband and mobile phone services as a proportion of its customer base during the first half of 2015. For broadband services, EE's complaint volume decreased from 0.51 per 1,000 customers in Q1 2015 to 0.45 in Q2 2015, but remained the highest among major ISPs. The company also had the highest volume of complaints for its landline service, with problems changing provider being the most common issue.

Despite these issues, EE noted that it had made improvements to its customer service, with complaints to Ofcom falling by 50% in the year leading up to July 2015. The company also emphasized that the £1 million fine related to "historic" complaints handling performance and that it had begun addressing these issues in 2013 before Ofcom's investigation began.

Conclusion

The available information indicates that EE's promotional strategy in 2015 involved transitioning away from long-standing offers like Orange Wednesdays while introducing new digital entertainment partnerships. The six-month free Apple Music offer represented a significant shift toward streaming services and digital content partnerships, reflecting changing consumer preferences in the mobile market.

While the discontinuation of Orange Wednesdays may have disappointed loyal customers who had benefited from the cinema deal for over a decade, the Apple Music promotion offered an attractive alternative for music enthusiasts. However, the lack of free data streaming with the Apple Music offer meant customers needed to be mindful of their data usage or primarily use Wi-Fi for the service.

The limited information available about EE's 2015 promotional offerings suggests that the company was attempting to evolve its value proposition in response to changing consumer habits, though its customer service issues during this period may have impacted customer satisfaction.

Sources

1. EE to scrap Orange Wednesdays cinema deal
2. Ofcom fines EE £1m for customer service failings
3. EE tops Ofcom broadband complaints list again
4. EE offers six months free Apple Music with contracts
5. University of Utah CS/EE 6810 Computer Architecture
6. Ee Words Worksheet Pack