EE is offering a new range of low-cost prepaid LTE packs to UK consumers, in a challenge to Vodafone UK’s recent extension of LTE services to its prepaid customers.
EE, which also owns the Orange and T-Mobile brands in the UK, said the new prepaid packs would start from £1 a week, placing the emphasis firmly on price and affordability. The operator noted that 70% of mobile prepaid users spend less than £10 per month.
“This is another landmark moment for the UK’s mobile industry. With more and more people demanding access to 4G and the benefits it brings, we’ve chosen to include it as standard in our new range of pay as you go packs, which now start from less than the price of a cup of coffee a week,” said Pippa Dunn, chief consumer marketing officer at EE.
The packs will be segmented into Talk and Text Packs, Data Packs and Everything Packs in an effort to meet different needs, with the option to top up data or texts where required.
Last week Vodafone UK started selling LTE prepaid packages starting at £20 per month, for which users get 2 GB of data as well as 500 voice minutes and unlimited texts. Customers choosing this package or a more expensive option get unlimited data for the first month to help them decide what pricing plan will suit them best.
EE, Vodafone UK, O2 UK and 3 UK are locked in a battle to secure more LTE subscribers, which various reports have shown tend to use more data via their smartphones and tablets because of the faster connection speeds.
The latest Citrix Mobile Analytics Report, for example, said mobile subscribers on LTE networks are more likely to watch video than 3G subscribers and will also view for longer periods.
“LTE clearly drives increased demand for mobile video. On average each subscriber makes 1.5 more requests for video content, and each request results in longer viewing times than 3G as demand shifts from more short form content such as that hosted by YouTube, to longer form content such as that hosted by Netflix,” said Anna Yong, senior product marketing manager at Citrix.