EE has launched a 4G PAYG tariff that offers customers the chance to get the next-gen technology for just £1 (€1.25) a week.
The UK operator claimed the deals, which come in Talk and Text, Data and Everything packs, offer “unprecedented value for money”.
The company is the market leader with 4.2 million 4G LTE customers and, in July, said it had achieved the best ever performance in 4G LTE net customer additions.
Forty percent of its customers are on PAYG contracts and EE cited figures saying that 70 percent of PAYG users spend less than £10 per month currently as a reason for the new tariffs.
Pippa Dunn, Chief Consumer Marketing Officer at EE commented: “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”.
The announcement comes in the same week that rival Vodafone expanded its 4G LTE service to PAYG customers. Vodafone has over a million 4G LTE subscribers currently.
With O2 and Three also vying for customers, the 4G LTE market looks set to move into a new phase where low cost becomes the new battleground.
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