The smart choice for Wholesale Mobile

Time to read

4 minutes

Date published

April 2026

Uniquely intelligent, EE Everyway is a flexible mobile proposition that puts you and your customers in control.

The mobile market is more competitive than ever. For resellers, perfectly matching your service delivery to customer expectations is not simply an aspiration. It’s mission critical if you want to stand out from the crowd and win business in an increasingly complex and challenging marketplace.

At Giacom, we understand the pressures you face to deliver the right-sized solutions your customers need. That’s why we continue to think creatively and innovatively, providing advanced wholesale mobile propositions that are driven by the objectives your customers have for business development, as well as the challenges they face in today’s communications-powered commercial landscape.

A uniquely intelligent mobile proposition

EE Everyway is the perfect example of how we continue to provide exactly what the market needs. It’s something that’s genuinely unique in the Channel. For the first time, as a reseller you can offer a mobile experience that’s not only high-performance, flexible and reliable, but also truly intelligent, intuitively adapting to the customer’s usage levels and habits.

At the heart of this innovative approach to mobile connectivity is the pairing of Optimiser and Rollover. Together they create a smart, adaptive tariff framework that continually works in the background to deliver value, reduce admin and increase customer satisfaction.

Optimiser guarantees the best tariff

We understand that different SMBs use mobile in different ways and that, within each organisation, there can be big variations in usage between different members of the team.

That’s where Optimiser comes into its own. It analyses each user’s mobile behaviour every month and automatically places them on the optimum tariff for their usage. When users exceed their allowance, a trigger charge moves them to the next tariff level, preventing bill shock and avoiding mid-month resets.

Optimiser is fully automated and operates in real time, so there’s no need for manual intervention of any kind, either by you or the customer. It also saves time and resources by reducing the number of support queries, many of which typically relate to concerns about mobile usage and ensuring the best value for money.

It’s a Rollover! Maximising data usage.

While Optimiser ensures customers are on the right tariff plan, Rollover ensures they don’t waste any of the data allocated to them via that plan. Any unused data is carried over into the next billing period and is utilised first before the current month’s allowance is touched. Users can accrue up to double their original data allowance.

By keeping the value of data they’ve already paid for, your customers benefit from more predictable bills. That can be a real attraction for many SMBs, for whom careful budgeting of overheads is vital for maintaining positive cash flow and protecting the financial health of their businesses. As a result, it could be a major plus point when they’re choosing a mobile provider.

A strong combination

Optimiser and Rollover are valuable assets in their own right. However, when used together on EE Everyway Premium tariffs, they create a mobile experience that’s truly exceptional, delivering some of the most intelligent and efficient billing processes available anywhere in the Channel. Not to mention a real competitive advantage for you as a reseller.

You can take this combined value proposition directly to market, showcasing cutting-edge innovation that no other provider offers. Alternatively, you can sell static tariffs while still retaining the savings and revenue generated by Optimiser and Rollover, creating a simple path to increased profitability. Either approach strengthens your portfolio and positions you as a forward-thinking, customer-centric provider.

A new standard for intelligent mobile

The winning combination of Optimiser and Rollover is the next big thing in Wholesale Mobile, setting a new standard for smart tariff behaviour in the Channel. Together, they deliver a mobile experience that’s simple, adaptive and fair for both you and your customers.

With the launch of EE Everyway, Giacom is once again at the forefront of innovation in Wholesale Mobile. This is your opportunity to take your business to the next level with a smarter proposition that wins new business, drives loyalty, increases profitably and enhances your brand. Explore what EE Wholesale Mobile can do for your business today.