Yesterday evening BT confirmed it was in exclusive talks to acquire EE thus bringing an end to the deliberation over whether the firm would make a bid for market leader EE or smaller rival O2. Now that BT has confirmed it is going after EE, the question is raised - why did the firm choose EE over O2 when the latter would have cost significantly less and presented less regulatory hurdles? Here's 5 possible reasons they picked EE. 1.Market Share Without doubt, EE is leader of the UK mobile market and according to most recent figures, it holds 34 percent of the market (by revenue) in comparison to O2 who hold 28 percent market share. The key reason for BT choosing EE could be because it wants to lead the digital revolution in the UK over the next couple of years as the UK market is set for a boom in data and digital services consumption. Rather than pick O2, the smaller of the two options, BT chose the market leader as the deal would mean it has the largest market share in both fixed line and mobile services. In a market that is moving towards consolidation and quad-play offering (more on that ...
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