EE has announced that it is offering a new range of 4G Pay As You Go (PAYG) packs starting at £1 per week. The operator said that it was aiming to transform the way in which customers bought PAYG and would be leveraging its 4G service in order to do so.
The network said that the packs had been created to reflect how customers typically used their phones splitting them into three categories, based on the most common usage patterns and with allowances weighted towards what customers want to use. The three categories are labelled; talk and text, data and everything.
EE said that based on research that showed 70% of mobile PAYG users spent less than £10 per month and so it intended to offer a choice of PAYG packs for just £1 per week. Customers are able to supplement their packs with add-ons if need be.
EE Spokesman told Mobile exclusively about the networks strategy in terms of PAYG customers and 4G, he said: ‘There has been a real movement in the 4G market, when it first launched it was considered very much to be a premium service, but that has changed. We’ve offered 4G on Pay As You Go for a while now, but these new packages are looking to increase the number access points as we try to bring down the entry level point for the customer. That’s why as we are also offering a number of low cost 4G compatible smartphones.’
‘We want to really widen out the potential customer base for 4G and accelerate its uptake. In the past few years we have seen a real slide in the PAYG market which has been a result of the SIM only deals. These new packages are an attempt to arrest that change and show customers that PAYG is still a financially attractive proposition. Our new PAYG offering sees the pricing updated with this in mind.’
The new packs will be available immediately from EE shops through the network’s telesales and via its website.
Pippa Dunn, Chief Consumer Marketing Officer, EE said: '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'.