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

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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