UK's EE Modified its LTE Tariff Rates - Introduces New Heavy User Rate
Published on: 22nd Jan 2013
Note -- this news article is more than a year old.
When EE launched the UK's first LTE network late last year under a special license from the regulator there was widespread criticism that the tariffs overpriced the service. The company has now announced a range of new tariffs that lower some of the prices for modest data users while introducing a much higher rate for a few heavy data users.
The company did not say if it was responding to a lack of sales due to the high prices it was charging - simply saying that it is "very pleased" with the customer response to its LTE network.
In an offer that expires at the end of March, a range of entry-level 4GEE plans is being introduced. For £31 per month on a 2-year contract, customers receive unlimited UK calls and texts, and 500MB of mobile data.
By locking customers into the long-term contract the company is evidently hoping to sign up customers in advance of the regulators mainstream LTE spectrum auction, and the subsequent network launches by its rivals.
Additionally, after listening to customers, EE said that it will be launching a new plan offering 20GB of mobile data. The plan addresses a small number of 'super-users' (currently fewer than 1% of 4G customers), who have shown a desire to use more than the 8G of mobile data that is currently available on EE's largest 4GEE plan.
Those tariffs are on special offer at the moment, but the prices will rise from April.
Pippa Dunn, Chief Marketing Officer at EE, said: "It's our aim to offer consumers the most comprehensive range of 4GEE price plans. With these new options we're looking to not only make 4G smartphones even more accessible, but offer even greater value for the small number of super-users out there - ensuring EE really does offer a package that's tailored for all customers 4G needs."
EE's LTE network will be available in 35 towns and cities by the end of March 2013.