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EE: We don’t need to do unlimited 4G plans

Luke Johnson

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Network provider EE has stated that it doesn’t need to introduce unlimited 4G plans as it rejigs its high-speed mobile tariffs.

With rival Three promising unlimited data plans ahead of its eagerly awaited entrance to the 4G race later this year, EE has dismissed calls to introduce unlimited 4G deals of its own, currently capping out at an admittedly high 50GB.

We don’t believe that we need to do unlimited 4G plans,” Pippa Dunn, EE’s Chief Market Officer said speaking directly with TrustedReviews.

She added: “If you look at some of the plans we have got, and the data allowances in these 4G plans, we think there is more than enough data for consumers to not have to worry about going over their limits, and even share their data if they wish.”

While neither Vodafone or O2, the other current players on the UK’s 4G scene, offer unlimited 4G plans, Three has confirmed that it will continue its existing, all-inclusive One Plan when its 4G network is rolled out in December.

“We are pleased to announce that we will be the first network to offer 4G at no extra cost to our customers,” Hugh Davies, Three’s director of corporate affairs said in unveiling the company’s 4G plans back in August. “All of our customers who are on Three with a 4G ready device will get automatic, hassle-free access in 4G areas without the need to change plans or SIM cards.”

Suggesting that consumers are beginning to realise unlimited plans are not always the best fit, Dunn stated: “We know that our T-Mobile customers on unlimited 3G tariffs who are moving across to capped 4G plans are not having any problems.”

She added: “I think consumers are beginning to understand exactly how much data they are using rather than being obsessed with having unlimited availability.”

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chaosdefinesorder

October 16, 2013, 3:26 pm

I could perhaps understand their stance on this if their 10GB tariff cost the same as 3's unlimited tariffs, but it doesn't.

Show me the EE 4G contract that costs £12.90 per month and gives at least 10GB (just over the amount I used last month) of data and I'll accept their statement that "unlimited" data is not needed

Jon Souter

October 16, 2013, 10:29 pm

The mobile network companies have mostly had their cake and eaten eat in the past - it'll be interesting to see whether Three can continue to disrupt the market whilst rolling out decent 4G coverage over the next couple of years (without pushing up their own prices too much in the process).

GaryMG

October 17, 2013, 6:44 am

I am with EE but trying to move off, been waiting over a month for my unlock code. They took the fee for this straight away. Called last week and was told not to worry it would be with me in 24 hours, still waiting a week later!

EE must have a reason for offering a 50G but not unlimited data plan, must be because they make more money that way. Otherwise they would just replace the 50G with an unlimited plan

andyvan

October 17, 2013, 7:51 am

It will be, but history shows it won't have a huge impact. It's been doing the same with 3G for years and it's a fairly minor player. I'm sure it will stick around, but I doubt it will have a huge impact on the market. I'm a Three customer, though, so I hope otherwise.

chaosdefinesorder

October 17, 2013, 8:31 am

What will be of bigger interest is whether Ofcom's quadrupling of fees will have an impact on consumer prices...

andyvan

October 17, 2013, 9:17 am

Indeed. I'm pretty sure that its move was a consequence of the 4G auction not raising as much as planned. It's been fairly heavily implied, though impossible to prove, that the networks colluded to make sure they didn't bid against each other, thus ensuring the auction prices didn't become really big, as was the case with the 3G one.

Andy Race

October 17, 2013, 9:52 am

I moved from a T Mobile 3G unlimited tariff to a EE 4G capped tariff and it was a big mistake. It put my bill up by £5 to £41, extended my contract by 3 months and the tight fisted 1GB data allowance went nowhere when streaming music and video. I made several phone calls to no avail; they offered to increase my data, but always at a cost. I got fed up and wrote them a long letter of complaint. I explained that the 4G network was completely useless due to appallingly low data caps and that I would be moving elsewhere once my contract was up. However, I received a call from them saying that they had increased by data limit from 1GB to 6GB with no extra cost so I was reasonably happy. If you are an EE customer and are not happy, it seems a well written letter carries much more clout than a rant over the phone.

chaosdefinesorder

October 17, 2013, 10:23 am

Alternatively, they just didn't have as much money available to bid on 4G because they still haven't recovered the obscene cost of the 3G auction...

Not that I have any experience or knowledge in the bidding, but what else is a comments section for other than wild speculation ;-)

andyvan

October 17, 2013, 11:45 am

Insulting and abusing people, obviously. ;) Still, nice to have a proper convo every now and again!

Adrian Forrest

November 1, 2013, 5:01 am

I use streaming services all the time: Netflix, NowTV, Lovefilm etc etc. I can easily watch 3 movies in one night in HD. 50GB would not last me a week. I know we are referring to phones in the topic but how long before we all switch off our broadband landlines and jump onto mobile broadband. 4g better get more lanes on the motorway ready as its about to get congested. Less people are buying physical media (bluray, cd) its all about streaming and cloud.

jacky chan

November 2, 2013, 9:25 pm

amen, couldnt agree with you more.

Marti Mullooly

November 8, 2013, 1:36 pm

The Chief Market Woman from EE is Deluded! How can she say there is no need for unlimited plans when 4g with it been fast can eat data on a smartphone like it goes out of fashion if you are to use it like its intended!! I have 3gb and i am not always on 4g but that barely lasts me when i have been on the 4g it uses alot of iot up and i have had to buy data add-ons! That is why they are not doing Unlimited data because they will make a fortune on data add-ons!!

Marti Mullooly

November 8, 2013, 1:42 pm

The Chief Market Woman from EE is Deluded! How can she say there is no need for unlimited plans when 4g with it been fast can eat data on a smartphone like it goes out of fashion if you are to use it like its intended!! I have 3gb and i am not always on 4g but that barely lasts me when i have been on the 4g it uses alot of iot up and i have had to buy data add-ons! That is why they are not doing Unlimited data because they will make a fortune on data add-ons!!

Jay

January 28, 2015, 10:00 am

This is a stupid thing to say, people download and tether and EEs max data is only 25GB which doesn't last long at all

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