Marc Allera said the company would offer customers faster internet speeds, more TV content and bring its call centres back to Britain and Ireland by 2020.
“The way our customers feel about BT needs to evolve, needs to change,” Allera told reporters, according to Reuters.
He said BT, which owns EE and Plusnet, will provide customers with a joint offering of its fixed-line and mobile networks.
One example of this offering will include combining 4G mobile and fixed-line broadband, which will improve Wi-Fi signals in homes and maintain connections if the fixed-line fails.
For its TV offering, Amazon Prime, Netflix and Sky TV’s Now TV content will be made available on BT’s platform.
“Convergence isn’t just about bundling products,” Allera said. “We are going to create a new, smart, converged network for our customers.”
The new strategy comes after chief executive Gavin Patterson announced a restructuring plan that included cutting 13,000 jobs and moving its London headquarters to cut costs.
Regulatory issues, pensions and an accounting scandal in Italy have dragged on Patterson’s efforts to transform BT into a modern communications provider.
BT failed to lift earnings and revenues in the year to March 31, 2018, mainly due to a weak performance in its enterprise division Global Services.
Ofcom in April revealed BT and Plusnet were among the most complained about broadband providers in the UK in the last three months of 2017. BT also received the most complaints for mobile and pay TV services.
In contrast, BT's star performer, EE, had one of the lowest levels of complaints in broadband and mobile.