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As part of Ovum's ongoing Telco Services Innovation Radar project, we reviewed 80 announcements of innovative services launched by service providers around the world. This month's most innovative announcement was EE’s new accessory TrackR Bravo.


  • We explore the business model behind EE's new TrackR Bravo service. While the location device is innovative, it is fairly expensive, and that might hinder uptake.

Features and Benefits

  • Evaluates EE's TrackR Bravo service the underlying business model
  • Discusses how the service fits into EE's broader connected device strategy

Key questions answered

  • What is EE's TrackR Bravo, and what is the business model behind it?
  • Should other operators launch a similar service?

Table of contents

Ovum view

  • Summary
  • This is a pure device sale business model
  • EE can make a small innovation bigger


  • Author

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