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Read this: Exclusive Interview: EE CMO Pippa Dunn on EE TV | Mobile News Online

Summary: We looked at the overall market and really identified where the consumer pain points were and also what was available now from a technology point of view in terms of what was the best device and technology to go for. So we did that first and then selected NetGem as a partner and worked with them closely in putting mobile at the centre of the whole experience and making sure we were creating a user experience which felt more akin to a mobile than to TV. My principles going into this were to keep it simple and to keep it intuitive. - link

Exclusive Interview: EE CMO Pippa Dunn o…

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