EE has said more than half of the UK's population will be covered by its 4G service by the summer, as its CEO defended its pricing strategy.
Another 27 towns will have 4G switched on by the summer, including Wigan, Royal Tunbridge Wells, Oxford and Horsham. The operator marked 100 days since it launched its next generation services this week and turned on 4G in Newbury, home of rival Vodafone.
The operator has been criticised for the pricing strategy of 4G, with some consumers saying it is charging too much for the service and also offering too little data. Its entry level tariff offers 500MB per month. Earlier this week Three said it would offer 4G services for the same price as 3G, sparking fears of a price war.
Speaking to journalists last night, EE CEO Olaf Swantee said it was leading on its network infrastructure changes and differentiation. He said: 'Pricing is the most attractive in the world and which we have developed with a couple of principles in mind. It needs to be in line with the service we can deliver.' He said these include safeguards so consumers can avoid bill shock, and services such as the back-up Clone Phone.
He said the operator will not reveal how many consumers it has signed up to 4G, citing commercial confidentiality and the ongoing 4G auction. However, he added the company was happy with the sign-ups and on track with targets.
Author: Graeme Neill