Britain rolls out 4G

2012-10-23 12:01
Mobile operator EE has said Britain's first 4G service will cost from £36 a month under a pricing strategy designed to lure smartphone customers to its superfast network. (Motorola)

Mobile operator EE has said Britain's first 4G service will cost from £36 a month under a pricing strategy designed to lure smartphone customers to its superfast network. (Motorola)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

London - Mobile operator EE said Britain's first 4G service will cost from £36 ($57.72) a month under a pricing strategy designed to lure smartphone customers to its superfast network before rivals are able to launch competing products.

Chief Executive Olaf Swantee said the company's tariffs, which range from £36 for 500MB of data to £56 for 8GB, were about 10% - 20% more than for equivalent 3G plans. He said it was a small premium to pay for up to five times faster connections.

He declined to say how many customers the group, owned by France Telecom and Deutsche Telekom, expected to switch to 4G, which launches in 10 cities on 30 October.

But he said EE had decided not to price 4G at the high premium seen in some other European countries.

"Our business model is more built around a fast adoption of 4G services... because of our whole tariffing structure and tariffing strategy and because the UK in general has a big appetite to move to new technologies," he told reporters.

Spectrum


EE, which leads the British market with about 27 million customers, is able to roll out 4G before its rivals because the regulator has allowed it to re-use existing spectrum.

Telefonica's O2, Vodafone and Three will have to wait until next year to obtain the spectrum they need for their own 4G offers.

Swantee said the new service had already attracted a lot of interest from corporate customers, which currently provide just 14% of the group's revenues.

"We have a big opportunity on the back of a better, stronger, bigger 3G network, and being the first with 4G to get us into some new large accounts," he said.

Companies wanted fast mobile broadband so they could offer video conferencing and other business applications to workers, he said.

EE, previously known as Everything Everywhere, said it was spending tens of millions of pounds on publicity for the launch, including a television campaign fronted by film star Kevin Bacon, that will first air during the "X-Factor" on 3 November.

All of the 24-month price plans available to consumers include unlimited calls and texts, the company said, although none includes a free smartphone, a stance taken partly to reduce fraud rates.
Read more on:    uk  |  mobile
NEXT ON NEWS24X
SHARE:

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
3 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
/News
 

Joburg hot spots for cocktails, craft beer, tapas and wine!

It’s the season to be jolly – so we’ve rounded up some new Joburg hot spots!

 
 

I love summer.24

Christmas lingerie to make this festive season the best one ever!
13 things you might not know about Disneyland
The craziest deaths of 2014
How to make this a sensual, sexy summer!

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Kalahari.com - shop online today

2DAYS ONLY – 30% off Appliances

Coffee makers, blenders, fans, juicers and more. T&Cs apply. Shop now!

2 DAYS ONLY – 40% off books

Get 40% off when you buy 2 books. For two days only! T&Cs apply. Buy now!

Up to 50% off on outdoor gear

Save on chairs, blankets, cooler bags, umbrellas and more. Shop now!

Save on Samsung

Cameras, mobile phones, TVs, Tablets and more. While stocks last. Shop now!

Grand Theft Auto 5

Now available on PS4, Xbox One and PC from R649. Buy now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Horoscopes
Aquarius
Aquarius

At last you are able to see the light. You are able to break through obstacles in an innovative and original way. Visualisation is...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.