Marketers' predictions 2016: BT's Gavin Patterson on moving from superfast to ultrafast

Marketers' predictions 2016: BT's Gavin Patterson on moving from superfast to ultrafast

Busy going from superfast to ultrafast - this will take focus for Gavin Patterson, chief executive of BT, in 2016. In our festive series of marketer predictions, Patterson outlines his priorities for the year ahead.

My biggest marketing prediction for the year ahead is ‘busy-ness’. If the UK economy remains resurgent, it will be an intensive time across all channels and media. It won’t surprise you that I’m excited about BT combining with EE. Marketing will be an important way of communicating the advantages for consumers and business.

A big challenge is going to be continued adjustment to our mobile world, and people using more and more media on the move, with all that entails for marketing messages. Creatively, the challenge is finding the best way to cut through. For my industry, we need to go on ensuring people can access data where and when they want to.

We’ll be operating across a broader spectrum as we go forward with our plans for EE, BT Sport, BT TV and the move to so-called ultrafast services. We’ll have 10m premises able to access ultrafast within five years. This will commonly mean speeds that are more than 10 times faster than the ones already making a reality of things like 4K TV.

My New Year’s resolution is to continue focusing on customer service, new services and further improvements to digital infrastructure. Naysayers in the UK point to areas where getting online could be easier, and we need to take that seriously, but, having said that, the EU does place us top of its five biggest members for superfast broadband.

Read more 2016 predictions from leading marketers

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