There is nothing wrong with BT’s mobile operator EE striving for new revenues, in its newly launched online marketplace, offering services such as subscription management and home security alongside products like gaming consoles. But the mantra ‘beyond telecoms’ is old hat and serves to underline that the company is playing catch up with rivals already playing in online markets in various ways. This is an idea that is doomed to disappoint. The online marketplace is, however, ‘beyond EE,’ in the sense that it is reaching out for customers of rival operators, as well as products and services that it may not be directly involved in. Indeed, at the London launch, CEO of BT’s consumer division Marc Allera emphasized the platform…