Consumer Business Briefing - 17 May 2018 - BT Plc

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Consumer Business Briefing - 17 May 2018 - BT Plc
Consumer Business Briefing
17 May 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Welcome
    Marc Allera, CEO
                 @MarcAllera

2      © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Performance in 17/18
BT Consumer – focus on higher value customers

•       Revenue up 3% driven by:                                                                     Q4                            FY
                                                                                                                   Change                       Change
        –          Broadband, TV, Sport, and Mobile                                                 17/18                         17/18

        –          12-month rolling ARPU1 up 5%                                  Revenue           £1,289m          3%           £5,066m         3%

        –          RGUs2 per customer up 3% to 2.03                              EBITDA            £295m           13%           £1,023m         1%
        –          61% of broadband customers now on fibre
                                                                                 Capex              £92m           28%           £291m          23%
        –          BT Sport continued to deliver strong viewing figures across
                   all platforms, up 19% YoY                                                  Fibre share of Group retail broadband base
                                                                                 65%
•       EBITDA up 13%, driven by revenue growth partially offset by
                                                                                 60%
        higher network costs from an increase in fibre customers
                                                                                 55%
•       Further investments in customer experience:                              50%

        –          e.g. Premier League continuing on BT Sport for three more     45%

                   years from the 19/20 season                                   40%
                                                                                         Q1   Q2    Q3   Q4   Q1     Q2     Q3   Q4   Q1   Q2   Q3    Q4

                                                                                              2015/16
                                                                                              15/16                  2016/17
                                                                                                                      16/17                2017/18
                                                                                                                                            17/18

1 Average   Revenue Per User
2 Revenue   Generating Units

3             © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Performance in 17/18
EE – sixth consecutive quarter of revenue growth

•   Sixth consecutive quarter of revenue growth:                                      Q4                          FY
                                                                                                  Change                        Change
    – postpaid up 6%; prepaid down 10%                                               17/18                       17/18
•   EBITDA up 37%, recovering strongly as forecast:
                                                                      Revenue       £1,320m        5%           £5,294m          4%
    – quarterly trends driven by seasonal customer behaviour
    – EBITDA up 17% over 17/18                                        EBITDA        £433m          37%          £1,353m         17%
•   Group mobile base 29.6m
                                                                      Capex         £178m          9%           £628m            2%
    – 95,000 postpaid adds, group base now 17.6m
    – 433,000 prepaid decline, group base now 5.5m                                            EE Revenue YoY
    – postpaid churn 1.2%, continuing to reflect loyalty             6%
•   Investing to improve customer experience:                        4%
    – 4G geographic coverage 90% of the UK                           2%
    – named the leading mobile network for the ninth                 0%
         consecutive time in latest RootMetrics survey               -2%

    – introduced in-store and call centre video-calling to connect   -4%
                                                                               Q1   Q2       Q3   Q4       Q1      Q2     Q3        Q4
         customers with technical experts
                                                                                    FY16/17
                                                                                      2016/17                      FY 17/18
                                                                                                                      2017/18

4     © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Market context and current positioning

                                                The new Consumer unit vision

                                                       The brand plans

                                                 Transformation and finance

                                                          Wrap-up

5   © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Market context and current positioning
Andy Haworth, MD Content & Strategy
Consumer Business Briefing - 17 May 2018 - BT Plc
UK consumer market
Opportunities for growth in a mature market

                          Mature market with high penetration of                                    Growth opportunity from low
                           telecommunications and TV services                                     penetration of converged products

                      UK market penetration and BT Group share (%, 2017)                                % quad-play penetration

              Home phone                                     Broadband

                                            38%                                          36%
                                             share                                        share

                 82%                                            88%

                                                                                                                                      Opportunity
               Mobile                                         Digital TV                                                              to increase
                                                                                                                                        RGUs1
                                           28%                                            9%
                                           share                                         pay-TV
                                                                                          share
               96%                                              94%

                      Market penetration           BT Group volume share of the market

1 Revenue   Generating Units
7           © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
UK consumer market
Dynamic marketplace creates opportunity for differentiation

      Rapid growth in data                         Explosion of devices          SVoD goes mainstream            Importance of handset

                     37%                                    >10                          c.30%                            c.50%
             growth in data                       devices on average connected    growth in SVoD 1  services    see value from fast replacement
         usage over the last year                     to the home network        such as Netflix and Amazon           or repair of handset

                     26%                                    23%                            60%                             15%
         growth in public Wi-Fi                     increase in the sales of     of traffic on fixed networks      keeping their phones for
         usage over the last year                 Smart Home devices in 2018       driven by video content         3+ years and increasing

          High capacity                                Seamless and               Integrated content             Transformed handset
       ubiquitous networks                         reliable connectivity              experience                      experience

1 Subscription   Video on Demand
8         © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
BT Group focus
Looking to the future

                      Deliver                Invest in   Transform   Drive sustainable
                  differentiated            integrated      our
                                                                          growth
                     customer                network     operating
                   experiences              leadership     model          in value

9   © British Telecommunications plc 2018
Consumer Business Briefing - 17 May 2018 - BT Plc
Consumer unit positioning
Introduction to the new Consumer unit and multi-brand operating model
                                      Bringing together EE and BT Consumer from 1 April 2018 with three distinct brands

           38%                                        35%                                     14m                             >1bn
     of BT Group revenue                           of BT Group EBITDA                         homes with                     yearly customer
         in Q4 17/18                                   in Q4 17/18                          30m relationships                  touchpoints

                                               Focus for today                                                  No change in strategy

                      Home-centric                                       Mobile-centric                               Value-focus

                 #1 for superfast fibre                                #1 UK mobile brand                            #1 value brand
                   Convergence ready                                  #1 UK mobile network                                High NPS
                    Premium content                              #1 Best Big Company to Work For                  Broadband and mobile

10   © British Telecommunications plc 2018
Consumer unit positioning
New Consumer unit is well placed to succeed
                                        The Consumer unit is well-placed to drive convergence and accelerate transformation

      Integrated
       network
      leadership

                                         The best 4G                Access to largest             Unrivalled public         Network showcased
                                          network & 5G              Superfast network &              Wi-Fi with c6m              through premium
                                        spectrum secured             Ultrafast rolling out              hotspots                      content

     Differentiated
       customer
      experiences

                                        Extensive retail            Multi-skilled agents          Advanced digital          Highly motivated
                                        estate with >620                 across all UK                 & self-serve               and engaged
                                              stores                                                      tools                    workforce
11     © British Telecommunications plc 2018
Consumer unit positioning
A focus on value to create oxygen for differentiation and drive sustainable growth
                                                    We have already started to prioritise value over volume in the last 12 months

                           Mobile                                       TV                            Broadband                          Mobile

              £5  £7.50                                    £0  £3.50                                27%                           £5  £6
               entry level price plans with                     entry level price for                increase in the                  entry level price
                   500MB usage for                            TV bundle with BT Sport                 base ARPU 1                   for 30-day contract
                 BT Broadband homes                                  and AMC                                                        with 500MB usage

1 Average   Revenue Per User

12          © British Telecommunications plc 2018
The new Consumer unit vision
 Marc Allera, CEO

13   © British Telecommunications plc 2018
New Consumer unit
Our strategy

         Our                                                 To use the power of communications to make a better world
     purpose

         Our
                                                Become the UK market leader in convergence, to drive sustainable growth in value
       vision

                                   1                       2                   3                        4                5                   6

                                                                                               Personalisation
                              Three                     One smart        Best personal                             Best for              Open, super-
 Our strategy                                                                                   through data
                           great brands                  network        and local service                        partnerships           aggregator TV
  & enablers                                                                                     and digital

                                                                                   Best place to work

         Our                                 Personal                                   Simple                                  Brilliant
       values

14   © British Telecommunications plc 2018
New Consumer unit
Announcements we have made this week in line with our strategy
                 1                               2                       3                           4                          5                          6

                                                                                            Personalisation
          Three                            One smart             Best personal                                             Best for                 Open, super
                                                                                             through data
       great brands                         network             and local service                                        partnerships              aggregator TV
                                                                                              and digital

                                                                 95% of customers                                        Creation of the
       Launch BT Plus                   >98% time on 4G                                    360O customer view                                      Now TV on BT TV
                                                              within 20 mins of a store                                  partnership unit

                                                               100% UK call centres
     Reposition BT brand               Accelerate Ultrafast                                 Re-launch BT.com         Nest & Hive partnerships   Enhanced BT Sport for EE
                                                                  for all brands

                                                                                                                                                   Amazon Video
     Data sharing plans                 Integrate BT Wi-Fi    BT return to high street    Remote virtual support      Smart home assistants     Amazon Video on BT TV
                                                                                                                                                      on BT TV

                                                                                                                                                  New OTT 1 TV service
 Stay connected promise                New converged hub      New service in the home     Plusnet self-service app   Buy devices on EE plans
                                                                                                                                                       from EE

1 Over-The-Top

15       © British Telecommunications plc 2018
Become the UK market leader in convergence, to drive sustainable growth in value

We have launched our vision for convergence

                                                            Our definition of convergence

                                                    Bringing together our best networks,
                                                           products and services

                  ARPU                                 Churn                                        RGUs 
                          ARPU                          Churn                         NPS 1      RGUs 
1 Net   Promoter Score

16          © British Telecommunications plc 2018
Become the UK market leader in convergence, to drive sustainable growth in value

We have started a journey towards services led convergence

                                                                                               Tomorrow
                      Yesterday                                           Today
                                                                                        Services led convergence
                  Simple bundles                                  Converged bundles
                                                                                         Any device, anywhere

                      Mobile                                            Mobile                 Voice

 +                    Home Phone                         +              Home Phone             Data

 +
 +                    Broadband                          +
                                                         +              Broadband              Content

 +                    Television                         +              Television

17       © British Telecommunications plc 2018
Three           One smart       Best personal        Personalisation     Best for        Open, super-
     great brands        network       and local service     through digital   partnerships     aggregator TV

We use three differentiated brands to maximise our reach in the market

                                                           Our brands will target specific segments and have a differentiated position

                                                                                              Target customer segment

                                                                                Focus on reliability and peace of mind
                                                                                Require connectivity and entertainment for the whole family
                                              Home-centric                      Value easy access to support whenever and wherever required

                                                                                Digitally savvy, younger audience
                                                                                Attracted by flexibility, speed and innovation
                                             Mobile-centric                     Mobile handset is their most important device

                                                                                Value seekers not prepared to pay a premium price
                                                                                Less interested in pay-TV and convergence
                                               Value-focus                      Seek good, honest service

18          © British Telecommunications plc 2018
Three           One smart          Best personal       Personalisation     Best for        Open, super-
     great brands        network          and local service    through digital   partnerships     aggregator TV

A clear strategy for each market segment by brand

                            UK households split by relationship with Consumer brands                                                               Our priorities
                                                                                                                                                          1
                                                                                                                                              Up-sell to homes with an
                                                                                                                                                existing relationship

                       Up-sell through                        5m                                13m
                        Home-centric
                                                         (BT homes                       (homes with no             Full toolkit to attract
                                                         with no EE                     relationship with
                        convergence                    relationship) +                                              high-value customers                  2
                                                                                       Consumer brands)
                                                                                                                                               Minimise cannibalisation
                                                                                                                                                for homes with BT &
                                                               3m                                                                                    EE services
               Minimise                                    (homes with a
            cannibalisation                              relationship with                       5m               Up-sell through
           and optimise base                              both BT & EE) +                  (EE homes with         Mobile-centric
                                                                                         no BT relationship) +     convergence                            3
                                                                                    1m                                                          Identify ways to attract
                                                                                                                                              high-value new customers
                                                              Maintain a position in the value segment
+ Excludes   EE Pay as you Go customers
19          © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation     Best for      Open, super-
       great brands        network       and local service   through digital   partnerships   aggregator TV

We have a plan to create one smart network
                                                   Today:                                                                                              Tomorrow:
                                      Three different networks                                                                                   One smart network

             Superfast                                4G                                Wi-Fi
             broadband                              network                           on the go                                   Wi-Fi
                                                                                                                                on the go                     Always connected

                                                                                                                                                              Always optimised
                                                                                                                      Mobile                  Fixed
   Different usage allowances                                                                                       networks               networks          Always affordable
   Complex to switch between networks
   Inconsistent coverage and speed

                                              Increase mobile                   Introduce IP 1 Voice            Continue to refarm 3G                   Build a new
                                           ‘Time on 4G’ to 98%                   for our customers              spectrum to 4G & 5G                    core network

                        2018                                                                                                                                            2022
                                                                                                                                                                                    One, smart,
                                                                                                                                                                                   digital network
                                       Extend IMS2 capabilities to                   Switch on our                Create a seamless               Launch a converged
                                        all our BT & EE customers                     5G network              experience for public Wi-Fi          hardware portfolio

1 Internet  Protocol
2 IP   Multimedia Subsystem
20            © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation         Best for      Open, super-
     great brands        network       and local service   through digital       partnerships   aggregator TV

We will offer the most personal and local service in the UK

                    All call centres based in the UK from 2020                                                         Improving digital experiences for all brands
                                          BT call centre NPS
                                                                                                                             1.4bn                               10.7m
                                                                                                                          visits to digital                90 day active EE and BT
                                                                                                                          estate per year                  customers across digital
                                                                               Whilst improving
                                                                             operational efficiencies
                                                                                                                              88%                                 EE #1
                                                                                                                       of service interactions              for self-serve adoption
                      Offshore                 Onshore                                                                       via digital                      in Western Europe

                         The most personal service in the UK                                                    A retail store within 20 minutes for 95% of the population
                                Service in the customer’s home                                                                     Key metrics for retail operations
                                                                                                                              558                650
                                                                                                                               stores            stores

                                                                             Extending our service                                                                Operational costs   
                                                                             through partnerships
                                                                                                                                                                   Value per store    

                                                                                                                              15/16              18/19

21          © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation     Best for         Open, super-
     great brands        network       and local service   through digital   partnerships      aggregator TV

Our retail stores will showcase our best local experience

                    To drive convergence                                                       For BT customers                    For EE customers

                    All services demonstration                                              Older demographic seeking         Immediate handset screen repair
                         and hand holding                                                     face to face interaction          and old devices trade in store

                         Maximise wallet                                                    Early ‘BT in store’ trials show       Improvement in ARPU
                        share in the home                                                   significant broadband uplift       compared to digital channels

22          © British Telecommunications plc 2018
Three                 One smart    Best personal      Personalisation     Best for      Open, super-
     great brands              network    and local service   through digital   partnerships   aggregator TV

We will evolve our digital capabilities to target segments effectively

                                                               Using digital and data to optimise marketing and segment the base

                                                                Services upsell                                             Cross-brand dilution
                                                                 and cross-sell                                             mitigation
                                                                                                      Digital
                                                                                                  transformation
                                                                             Cost                                           Customer
                                                                       efficiency                                           satisfaction

                360O multi-brand customer                                >1bn tailored customer                  Fully personalised and            Centres of excellence with
                  view across our brands                                   contacts each year                  authenticated online offers         AI 1 and machine learning

1 Artificial   Intelligence
23             © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation        Best for      Open, super-
     great brands        network       and local service   through digital      partnerships   aggregator TV

Our scale creates a unique platform for partnerships

                                                                             We have created a new Consumer Partnership Unit

                    90%                                                         30m                                    14m                                 >620
          geographic 4G coverage                                     customer relationships                     household relationships                   retail stores

                                         For our partners                                                                             For our customers

         Launch products with an unrivalled scale of marketing                                                 Access to the most innovative products and services

         Unlock innovation by working with an R&D leader                                                       Wide choice of products and services providers

         Simplify service and distribution in retail & digital stores                                          Integrated experience with excellent support

         Accelerate go-to-market for new services                                                              Seamless experience through EE or BT connectivity

24          © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation     Best for      Open, super-
     great brands        network       and local service   through digital   partnerships   aggregator TV

Partnerships will broaden choice for our TV customers
                          Today:                                                                                                           Tomorrow:
               Lack of key pay-TV                                                                                Embracing content trends and partnership opportunities,
            content to drive switching                                                                      to offer an unrivalled choice of content across the pay-TV providers

                                                                                                All the must-have content
                                                                                                                SVoD providers

                                                                                                                                                    Primary central set-top-box experience
                                                                                                            All premium Sky content                  Multi-screen, multi-platform access
                                                                                                                                          Home-
                                                                                                                                          centric

                                                                                                                                                             OTT and digital first
                                                                                                                                                      Fully flexible mobile & app centric
                                                                                                                                          Mobile-
                                                                                                                 Pay channels             centric

25          © British Telecommunications plc 2018
Three           One smart       Best personal      Personalisation     Best for         Open, super-
     great brands        network       and local service   through digital   partnerships      aggregator TV

BT Sport focus is to grow reach through broader distribution and OTT proposition

                Initial launch focused on driving                                       Unlocked BT Sport monetisation                     Unlocking OTT opportunity
          significant scale and retain broadband base                                     and increased engagement                        to reach most homes in the UK

         Reached 5m customer base                                             All BT Sport customers are now                       Enabling big screen access for EE customers
                                                                                paying for their package

                                                                               Strong viewing and engagement                        BT Sport will be available on additional
                                                                                with record growth through digital                    platforms through an OTT proposition
                                                                                                YoY viewing growth

                                                                                     19%                         40%                                    >5m
                                                                                                                                               incremental households we can
                                                                                            on TV              on apps and online
                                                                                                                                                 reach with OTT propositions

26          © British Telecommunications plc 2018
New Consumer unit
Summary of our new Consumer strategy
                                   We will become the UK market leader in convergence, to drive sustainable growth in value

           1                                 2                    3                      4                       5                 6

                                                                                   Personalisation
        Three                           One smart         Best personal and                                   Best for         Open, super
                                                                                    through data
     great brands                        network            local service                                   partnerships      aggregator TV
                                                                                     and digital

                                ARPU                      Churn                      NPS                      RGUs 

27   © British Telecommunications plc 2018
[PLACEHOLDER FOR BT BRAND TV ADVERT]

28   © British Telecommunications plc 2018
Pete Oliver
                                             MD, BT Marketing & Sales
                                                    BT brand plans

                                                 Broadband | Mobile | TV | Sport

29   © British Telecommunications plc 2018
BT brand positioning
High value, home-centric customers with propositions that give them peace of mind

 We make life simple for customers - by bringing
 together the best connection and entertainment
                                                                                                                  5m                                  13m
                                                                                                                (BT homes                        (homes with no
                                                                                                                with no EE                      relationship with
                                                                                                              relationship) +
     Home-centric
                                                                                                                                               Consumer brands)

                                                  Target customer segment characteristics                            3m
                                                                                                                 (homes with a
                                                         Focus on reliability and peace of mind                relationship with                        5m
                                                                                                                both BT & EE) +                    (EE homes with
                                              Require connectivity and entertainment for the whole family                                        no BT relationship) +
                                              Value easy access to support whenever and wherever required
                                                                                                                                            1m
                                                                                                            + Excludes   EE Pay as you Go customers

30    © British Telecommunications plc 2018
BT brand plan
We will focus on speed, reliability, entertainment and service for families

                                                              Home-centric convergence

                                             Fast, reliable                                           Built for
                                              connection                                             the whole
                                             everywhere                                                family

                                             Entertainment                                           Personal &
                                              for everyone                                          local support

                                                                  Broadband | Mobile | TV | Sport

31   © British Telecommunications plc 2018
Home-centric convergence – BT Plus
We will lead the market with a new convergence category

                                    New BT Plus
                                                                                  Home-centric convergence

                                                                         Fast, reliable                 Built for
                                                Fibre &                   connection
                                                                         everywhere
                                                                                                       the whole
                                                                                                         family
                                                4G together.
                                                Our best connection in
                                                and out of the home

                                                                         Entertainment                 Personal &
                                                                          for everyone                local support
     • BT Plus gives customers the best of BT
     • Launch proposition brings fibre and 4G together
     • New sales and marketing approach

32      © British Telecommunications plc 2018
Home-centric convergence – BT Plus
BT Plus brings together the best fibre and 4G connectivity experiences

                                                                Speed - Fastest fibre and 4G speeds
                         Our best connection
                                                                Reliability - Ultrafast speed guarantee              Add the best entertainment
                                                                                                                    to the best BT Plus connection

                                                                Data – Unlimited fixed & double mobile data
                    Best for the whole family
                                                                Family SIM - Flexible family add-ons

                                                                Keep connected promise
                   Backed by our best service
                                                                Dedicated UK & Ireland support

                                                    Execution designed to drive loyalty and value enrichment

                                       Premium                        Existing                            Value accretive
                                      price point                  customer focus                           retention

33   © British Telecommunications plc 2018
Home-centric convergence - BT Plus
BT Plus will always have the best of everything

                                             BT Plus            BT Plus   BT Plus

                                             1.0                 2.0       3.0

                                    Fastest fibre and 4G

                                    Mobile data boost
                                                                 H2        H1
                                    Ultrafast speed guarantee
                                                                18/19     19/20
                                    Keep connected promise

                                    Family SIM on mobile

                                    UK & Ireland support

34   © British Telecommunications plc 2018
The best entertainment
Bringing the best entertainment to our BT TV and BT Sport customers

                                                            Home-centric convergence

                                                   Fast, reliable                 Built for
                                                    connection                   the whole
                                                   everywhere                      family

                                                   Entertainment                 Personal &
                                                    for everyone                local support

35   © British Telecommunications plc 2018
The best entertainment
Making it simple to discover and watch the best entertainment

     Bringing together all the best                     Making it simple for customers to find,
     entertainment to watch in one place     Be There   watch & pay for the best entertainment
         From
         early
        2019
                                                                   Single search engine
                                                                   across multiple entertainment services

                                                                   Integrated user interface
         From
         June                                                      providing a consistent experience
        2018
                                                                   One easy bill
                                                                   including subscriptions like Netflix

                                                                   Catch up, record and stream
                                                                   at home and on the go
     Available
        today
                                                                   One help desk
                                                                   offering personal support

36   © British Telecommunications plc 2018
The best entertainment
Improving the sport portfolio and making it available in more places

     Our biggest ever season bringing more                               Making BT Sport available for our
     top live sport to BT Sport customers                     Be There   customers to watch in more places                         Be There

                        Football             Other sports                                 Multi-platform distribution

                                                                                     New platforms coming soon…
                    42 matches live &           Home of
                        exclusive            European rugby

                                                                                     Enabling big screen access for EE customers

                     Double header
                        nights

                                                                                     Available on traditional pay-TV platforms

                         More live             Most ever
                         matches                races

37   © British Telecommunications plc 2018
Making life simple for customers
Personal and local support for our customers

                                                                                               Home-centric convergence
     Voice                                    •   100% UK & Ireland calls
     Personal                                 •   Local call routing                  Fast, reliable                 Built for
      & local                                 •   New advisor desktop                  connection                   the whole
     support                                  •   Personal sales                      everywhere                      family

      Retail                                  •   BT presence in every EE store
     Return to                                •   Premium BT display
     the high                                 •   Nationwide coverage
      street                                  •   4,000 trained staff
                                                                                      Entertainment                 Personal &
                                                                                       for everyone                local support
                                              •   New BT.com homepage
     Digital                                  •   Personalised upgrade offers
      Easy to                                 •   Contextual service experiences
     self-serve
                                              •   Prioritised investment in digital

38    © British Telecommunications plc 2018
BT brand plan – summary
Home-centric convergence with a focus on high value, loyal customers

                                                           Home-centric convergence

                                                       Fast, reliable           Built for
                                              New       connection             the whole          New
                                             BT Plus   everywhere                family          BT Plus

                                                       Entertainment           Personal &     Local support
                                                        for everyone          local support
                                                                                              Retail return

                                                                                               Self-serve

39   © British Telecommunications plc 2018
EE BRAND PLAN
MAX TAYLOR - MD EE MARKETING
EE BRAND POSITIONING

                  #1 MOBILE BRAND
                  #1 NETWORK
                  #1 BEST PLACE TO WORK                                       5m
                                                                            (BT homes
                                                                                                                   13m
                                                                                                             (homes with no
                                                                            with no EE                      relationship with
                                                                          relationship) +                  Consumer brands)

                                                                                 3m
                                                                             (homes with a
                         Target customer segment characteristics           relationship with                        5m
                                                                            both BT & EE) +                    (EE homes with
                         Digitally savvy, younger audience                                                   no BT relationship) +
                         Attracted by flexibility, speed & innovation
                         Mobile handset is their most important device                                   1m
                                                                         + Excludes   EE Pay as you Go customers

41   © British Telecommunications plc 2018
EE – OUR AMBITION
CREATE THE #1 MOBILE-CENTRIC CONVERGENCE BRAND
                                              Mobile-centric convergence

                         Mobile portfolio                                     Mobile-centric
                         for all the family                                    broadband

                                   Smart                                      TV and
                                   Home                                       content

                                                    #1 for Handset
                                                 Personal and local service
42   © British Telecommunications plc 2018
EE – OUR PORTFOLIO
THE WIDEST CHOICE OF
MOBILE SOLUTIONS
FOR ALL THE FAMILY
                                                                         Mobile-centric
                                                                         convergence

                                             Mobile portfolio                                  Mobile-centric
       New family proposition                for all the family                                 broadband
       • Unique giftable data
       • Multi-Sim benefits
       • Family controls app

       New Flex plans
                                                  Smart                                             TV
                                                  Home                                          and content

             “absolutely love how you can
             gift data on @EE. Great idea                         Personal and local service
             when you have two teenagers”

43   © British Telecommunications plc 2018
EE – OUR PORTFOLIO
FAST BROADBAND
SOLUTIONS IN MORE PLACES
                                                                         Mobile-centric
                                                                         convergence
     Broad product range
     • 300Mbps fibre
     • 4GEE Home router                      Mobile portfolio                                  Mobile-centric
       and antenna                           for all the family                                 broadband

     Best call centre service
     • EE remote support
     • EE virtual assistant app
     • Converged MyEE app

     Converged benefits                           Smart                                             TV
                                                  Home                                          and content
     • Up to 20GB data boost
     • 4GEE backup and Home Move

     Hybrid broadband technology                                  Personal and local service

44   © British Telecommunications plc 2018
[PLACEHOLDER FOR HYBRID BROADBAND TECHNOLOGY VIDEO]
45   © British Telecommunications plc 2018
EE – OUR PORTFOLIO
NEW SMART
HOME CATEGORY
                                                                         Mobile-centric
                                                                         Convergence
     Curated product range
     of market leaders
     • Nest, Hive and                        Mobile portfolio                                  Mobile-centric
       Honeywell ranges                      for all the family                                 broadband

     • Voice assistants
     Add to Plan and charge to bill
     Help and support
     • New EE Smart Home Helpline
     • Retail experts
                                                  Smart                                             TV
                                                  Home                                          and content

                                                                  Personal and local service

46   © British Telecommunications plc 2018
EE – OUR PORTFOLIO
FLEXIBLE TV AND CONTENT
                                                                           Mobile-centric
                                                                           convergence

     New TV App (coming Q3)
                                               Mobile portfolio                                  Mobile-centric
                                               for all the family                                 broadband
     New BT Sport proposition
     (launch July)
     • 30 day flexibility
     • Casting and zero rating options
     • Charge to bill

                                                    Smart                                             TV
                                                    Home                                          and content

                                                                    Personal and local service

47     © British Telecommunications plc 2018
EE – OUR PORTFOLIO
OUR PERSONAL AND LOCAL SERVICE

                  Retail                          Contact Centres                             Digital

               620+ stores                           #1 UK call centres                   10.8m registered
         Multiple store formats                       Welsh speaking                       self-serve base
                                                                                              4.5* App

             INNOVATION:                               INNOVATION:                        INNOVATION:
            Same day repairs                 Remote Support and Virtual Assistant   Superfast same-day delivery
                  Trade-in                            Click to call / chat            and personalised set-up

48   © British Telecommunications plc 2018
EE – OUR COMMUNICATION
“WHO SAYS YOU CAN’T?”

49   © British Telecommunications plc 2018
EE – SUMMARY
CREATE THE #1 MOBILE-CENTRIC CONVERGENCE BRAND
                                              Mobile-centric convergence

                         Mobile portfolio                                     Mobile-centric
                         for all the family                                    broadband

                                   Smart                                       TV and
                                   Home                                        content

                                                    #1 for Handset
                                                 Personal and local service
50   © British Telecommunications plc 2018
Transformation and finance
Stephen Harris, CFO
Transformation and finance
A strong foundation for the new Consumer
                 Strong profitable revenue growth                                      With cost efficiencies to drive EBITDA
                                 Consumer revenue (£m)                                             Consumer EBITDA (£m)

                                                                        BT & Plusnet                                                  BT & Plusnet
                                                                        EE                                                            EE
                                                     +337
                                                     +3%
                                                             £10,360m                                               +207
                             +354                                                                                   +10%
                             +4%
                                                                                                 +28                        £2,376m
                                        £10,024m                                                 +1%

                                                                                       £2,141m           £2,169m
               £9,670m
                                                     +2.7%

                            +7.1%                                                                                  +1.1%
                                                                                                 -4.0%

                                                     +4.0%
                            +0.6%                                                                                  +17.0%
                                                                                                 +6.5%

                 15/16                       16/17            17/18                     15/16             16/17               17/18

52   © British Telecommunications plc 2018
Transformation and finance
Consumer has delivered significant synergies and cost reductions over the past 2 years

                                                                                                              Key cost efficiency and synergy programmes

                                                   22% of EE customers take the top tier tariff           15/16 underlying OpEx
                                                    (with 42% higher ARPU), a key driver for this is the
          Cross-sell opportunities                  inclusion of BT Sport                                      Digital driven PTC 1
               being realised
                                                   BT Broadband and BT TV will be available in all
                                                    >620 EE stores by the end of May 2018                       Service efficiencies

                                                                                                                     Media buying

                                                                                                                 Retail efficiencies
                                                   EE indirect costs fell 17% over two years following
                  Significant cost                  acquisition                                            Management reductions
                reduction achieved
                                                   Retail footprint increases by 30 stores whilst
                                                                                                           17/18 underlying OpEx
                                                    reducing net retail costs by 6%

1 Propensity   To Call
53        © British Telecommunications plc 2018
Transformation and finance
We have efficiently retained spectrum leadership, underpinning future differentiation

                                                                                    We have spectrum leadership in the UK
                                                                               Usable spectrum holdings by operator – May 2018 (MHz)
                          4G spectrum        5G spectrum     Total
                            auction            auction                              295
                                                             paid
                            (March 2013)     (March 2018)
                                                                                        40
                                                                                        15                                             233
      BT/EE                   £775m            £304m        £1,079m                                       226

                                                                                                           50
                                                                                        100                                             84
                                                                                                                          166
                                                            £1,169m                                        20
      Vodafone                £791m            £378m                                                                      40
                                                            + L-Band                                       40
                                                                                        40                                              60
                                                                                                           30             40
                                                                                                           12             20
      O2                      £550m            £524m        £1,074m                                                                     29
                                                                                                           20             12
                                                                                        90
                                                                                                                                        30
                                                                                                           35             35
                                                                                                                                        20
                                                                                     10                    20              20          10
                                                             £389m
      3UK                     £225m            £164m                                BT/EE               Vodafone          O2           3UK
                                                            + L-Band
                                                                       Share        32%                  25%              18%         25%

                                                                               900MHz         1800MHz           2300MHz   2600MHz   3.6-3.8GHz
                                                                               800MHz         1500MHz           2100MHz   2600MHz   3.4-3.6GHz

54   © British Telecommunications plc 2018
Transformation and finance
BT Sport content costs are recovered through several revenue sources

                                    Sports rights monetisation (18/19 season)
                                                                                                                1
                                     Chart not to scale and for illustrative purposes only                          Premier League     Premier League rights extended
                                                                                                                        rights         to 2022 with no cost inflation
                                      Direct    Commercial &                       Linked core
                                                                    Wholesale                    Distribution   2
                       Costs       subscription advertising                          product                        Other rights and   97% of current rights portfolio
                                                                     revenue                       revenue
                                     revenue      revenue                            revenue                          production       contracted to 20/21 season
                                                                                                   7
                                                                                                                3
                                                                                    6                                    Direct        All BT Sport subscribers
                   1
                                                                                                                      subscription     now on paid products
     Premier
     League         £(320)m                                                                                     4
     rights                                                         5                                                Commercial &      Widest distribution among UK pubs & clubs
                                                                                                                      advertising      of all premium sports channels

                                                                                                                5
                                                                                                                                       Virgin Media wholesale deal extended,
                                                                                                                       Wholesale
     UEFA                                             4                                                                                guaranteeing associated revenues
                    £(394)m
     rights
                                                                                                                6
                                                                                                                                       NPS +24% for BT Sport customers
                                                                                                                     Core products
                                                                                                                                       vs. non-BT Sport customers
                                    3
                   2
     Other                                                                                                      7
                                                                                                                      Distribution     BT Sport to be made more widely available,
     costs
                                                                                                                      opportunity      including to more EE mobile subscribers

55            © British Telecommunications plc 2018
Transformation and finance
We are on a journey to simplify and streamline our business

                                             Today                                              April 2019

                  Leadership team with                Consumer3 year                 New target           Single, agile concept
                    aligned objectives                 strategic plan              operating model         to market process

                                                 Journey towards a simplified and streamlined business

                                                   Further 8-9% of Group
                    Single financial and                                                Single           Common system stack
                                                 integration synergies to be
                       external KPIs                                             investment roadmap      and shared capabilities
                                                     delivered in 18/19

56   © British Telecommunications plc 2018
Transformation and finance
New FY 17/18 Consumer financials and KPIs with more transparency

             * Key Performance Indicators under IAS18

57   © British Telecommunications plc 2018
Transformation and finance
New Consumer is a major contributor to the BT Group
                   Consumer revenue was up 4% Q4 YoY                                                    Consumer EBITDA was up 26% Q4 YoY

                                   Q4 17/18 revenue (%)                                                            Q4 17/18 EBITDA (%)

     Consumer                                                                   Enterprise   Consumer                                                          Enterprise
       38%                                                                        24%          35%                                                               27%

                                                                                                                     14%               17%
                                  19%                 17%                                                         BT Consumer
                                                    Business &                                                                    Business &
                               BT Consumer                                                                                       Public Sector
                                                   Public Sector
                                                                      7%
                                                                   Wholesale
                                                                                                                                                   10%
                                                                   & Ventures                                                                    Wholesale
                                                                                                            21%                                  & Ventures
                         19%                                                                                 EE
                          EE                                  18%                                                                                 7%
                                                                                                                                             Global Services
                                                          Global Services

                                             19%                                                                             31%
                                        Openreach
                                                                                                                           Openreach

58   © British Telecommunications plc 2018
Wrap-up
 Marc Allera, CEO

59   © British Telecommunications plc 2018
Wrap-up
Summary of our new Consumer strategy
                                   We will become the UK market leader in convergence, to drive sustainable growth in value

           1                                 2                    3                      4                       5                 6

                                                                                   Personalisation
        Three                           One smart         Best personal and                                   Best for         Open, super
                                                                                    through data
     great brands                        network            local service                                   partnerships      aggregator TV
                                                                                     and digital

                                ARPU                      Churn                      NPS                      RGUs 

60   © British Telecommunications plc 2018
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