Vodafone has opened up its 4G LTE service to pay-as-you-go customers in the UK as it looks to jump start customer take-up of the next gen service.

The operator is offering users 30 days of unlimited data and a choice of bundled services as it attempts to lure customers away from rival operators who are getting ahead in the 4G race. 

One year after launch, Vodafone put its 4G customer base at “over one million” in the UK, but was unable to be more specific when pushed for exact numbers by European Communications. 

Its 4G network is now being rolled out over 304 cities and towns in the UK as it claimed, on average, that post pay customers are using around three times more data than 3G customers. 

EE is currently out in front in terms of customer numbers, with roughly 4.2 million subscribers, well ahead of Vodafone and rivals O2 and Three.

In May, CEO Vitorio Colao warned he was far from happy with the network side of things in the UK and said it was “time to muscle up” and improve network and distribution KPIs.

Across Europe, Vodafone has 6.7 million 4G customers, according to figures it released in July.

The operator is in the midst of an infrastructure drive, spending over €8 billion on its networks in a bid to turn around its business. 

Speculation has recently resurfaced that the operator could be a target for US carrier AT&T. 

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Will Vodafone become the hunter or the hunted this year?

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