Operators are productising quality of experience and turning it into a broadband value-added service

Broadband quality of experience (QoE) refers to the end user’s satisfaction with their broadband service, shaped by speed, latency, reliability and non-technical aspects like service availability, customer support and a sense of value for money. In today’s hyper-connected households, where multiple devices simultaneously share bandwidth, degraded internet performance and low QoE are pain points for telecoms operators. In July 2025, EE (BT) in the UK launched its Wi-Fi Enhancer, a feature in the EE app that allows users to prioritise certain types of data traffic. This article explores how EE, and operators in other countries, are positioning broadband QoE-as-a-service. It discusses notable lessons for other operators when developing their own QoE solutions.