EE struggling with 4G sale

EE struggling with 4G sale

Everything Everywhere (EE) was the first network operator to launch 4G services in the UK, following a controversial decision by Ofcom.

However, the firm was dogged with initial problems when it launched the service, as early adopters claimed the 3G network was deliberately slowed to make 4G seem faster. Now, with take up still at a relatively-low level, EE has cut the prices on its 4G packages.

Rory Cellan-Jones, the BBC's technology correspondent, revealed that EE has launched the new price plans to provide more choice for customers, however it has refused to reveal details on the number who have taken up the service.

The firm told the BBC that it is "very pleased with the customer response to the launch of EE", but with the Ofcom 4G auction just around the corner, it seems like the price drop and new tariffs could be a final bid to cash in on EE's monopoly of 4G in the UK.

"Last autumn it looked as though EE had pulled off a coup by getting Ofcom to allow it to launch 4G before the rest of the industry. Now it seems the firm may have done its rivals a favour by running a live consumer experiment on their behalf," Mr Cellan-Jones noted.

Matthew Howett, telecoms regulation analyst at Ovum, noted that EE's decision to offer lower prices is a pre-emptive strike against its competitors who will launch their own 4G service later this year.

Vodafone and O2 are taking part in the bidding process for the 4G spectrum that is available in the UK and could be ready to launch their superfast mobile broadband networks in the next few months.

Mr Howett explained that those involved in the 4G auction will be "grateful" to EE "for attempting to move away from an all-you-can-eat world for data to an attempt to monetise it.

No doubt the likes of Vodafone and O2 will be keeping a close eye on the demand for the service and making adjustments to their bids to reflect this.