EE has revamped its monthly handset plans to offer all-inclusive access to BT Sports.
This marks the first time EE has leveraged BT’s assets to boost user revenue, specifically targeting premium paying customers. This follows on from the telecom giant’s successful acquisition of EE earlier this year.
Integration between the two brands has so far centred on cross selling, with EE announcing in July that customers would be able to access BT Sports free for 6 months.
Three tiers for EE
The changes are part of the network’s new three-tier pricing structure for its 24 month contracts which also sees EE offer all-inclusive roaming for the first time.
Customers on EE’s mid-range 4GEE and premium tier 4GREE Max plans will get a 500MB EU roaming allowance alongside free access to BT Sports. The third entry level 4GEE Essential plan will not receive all-inclusive roaming but will have access to BT Sports for 6 months.
All eyes on O2
Until now the EE’s Roam like Home offering has allowed users to make free calls and texts whilst abroad, but could only use their data allowance in Europe upon purchasing an add-on.
EE has been under pressure to cut roaming charges after Vodafone and Tesco Mobile made the move earlier this year, while iD and Three already offer all-inclusive roaming. According to Sunetra Chakravarti, editor of Mobile Choice, it’s now all eyes on O2.
She said: ‘This is the first time EE have offered all-inclusive roaming to their customers and it took them long enough. Three led the way and they were the only ones for a long time but now three out of the top four operators are here, the only one left is O2. This is great news for consumers who will now have more choice but the question remains; why did customers on EE have to wait so long?’