EE launches 20GB super-user 4G data plan at £46/month sim only

I had a note from the EE team this afternoon to tell me they’re updating their 4G price plans. Perhaps the most eye-catching announcement is the WHOPPING 20Gb monthly data plan. That will cost £46/month on the basis of a SIM-only 12-month contract. It also effectively silences anyone who wasn’t too happy with the previous price plan ‘limit’ of 8GB. (You were able to buy more, but the previous inclusive amount was set to 8GB).

I hear from EE that the reality is less than 5% of their subscribers are even hitting the 8GB ceiling and less than 0.5% exceed 12GB in a month. You really need to be hammering the connection to do that.

At £46 per month, you could be forgiven for thinking that’s a rather expensive data plan. But don’t forget this comes with unlimited calls and text messages too. So if you are a really high roller from a data standpoint and you’ve got a 4G compatible phone, this could well be a rather useful plan for you.

The key message for me is that EE have listened. They’ve responded to frustration some in the marketplace voiced regarding their smaller tier data plan limits. They’ve also set the agenda for the rest of the industry here in the UK who are still debating how best to bring their offerings to market.

EE’s 4G is still an expensive option — but if you’re living in a metropolitan area that’s currently served by the company’s 4G service, I do recommend taking a look. (Even if you’re not served by EE 4G right now, you soon probably will be).

If you recall I’m doing a long term test of EE’s E587 MiFi unit from Huawei. It’s changed my life to the point that I just keep the thing on now, permanently during the day. I just let it run in the background so that whenever I need data — bang — it’s there.

At one point yesterday I had three iPads and three iPhones running through the 4G service in Richmond. All seamlessly connected — I really like the fact I rarely bother worrying about being on a “mobile” connection, the speed is so good.

If you’re in the market for a 4G price plan, have a read about the promotional offers in EE’s release below.

EE, the UK’s most advanced digital communications company, today announced a range of new 4GEE promotional price plans. The new packages are designed to provide consumers with an even greater choice of 4G options to suit their needs.

As a special promotion from 31 January until 31 March, a range of entry-level 4GEE plans is being introduced. For only £31 per month on a 24 month plan, customers receive unlimited UK calls and texts, and 500MB of mobile data, as well as the option to choose from a range of 4G smartphones for a one off fee such as the HTC One SV LTE or Nokia Lumia 820 which are available from just £29.99 (a saving of £90 on existing EE deals). Customers on 24 month plans can also take their unlimited calls and texts abroad with them to select destinations for just £5 more per month1 while those looking for flexibility can get a 12 month plan for only £41 per month.

Additionally, after listening to customers, EE will be launching a new plan offering 20GB of mobile data. The plan addresses a small number of ‘super-users’ (currently fewer than 1% of 4G customers), who have shown a desire to use more than the 8G of mobile data that is currently available on EE’s largest 4GEE plan. The 20GB plan, which is rolling out across retail channels from today, will be available on a 12 month SIM-only plan at a special rate of £46 per month for the full length of the plan if they sign-up between now and the 28 February2. The bundle comes with unlimited UK calls and texts and is also available with the very latest 4G handsets for £61 per month on a 24 month plan to customers who sign-up by 28 February3 . EE is also introducing a new SIM-Only 12 month 8GB plan for £41 per month.

Pippa Dunn, Chief Marketing Officer at EE, said: “It’s our aim to offer consumers the most comprehensive range of 4GEE price plans. With these new options we’re looking to not only make 4G smartphones even more accessible, but offer even greater value for the small number of super-users out there – ensuring EE really does offer a package that’s tailored for all customers 4G needs.”

EE’s superfast 4G offers a revolutionary mobile internet experience, delivering speeds typically five times faster than 3G4. The power of 4G enables tablet users to push the limits of their devices even further, allowing them to download, stream and browse the content they want, even quicker than before. In addition to superfast speeds, EE customers will also benefit from:

· EE Film – the UK film service that combines 2 for 1 cinema ticketing, listings, trailers, film downloads and streaming in one place
· EE Wi-Fi – access to millions of wireless hotspots across the UK, at no extra cost
· Discounted superfast EE fibre broadband – so they can enjoy blistering speeds at home and on the move

EE’s 4G service will be available in 35 towns and cities by the end of March 2013, bringing superfast speeds to even more consumers and businesses across the UK.

Full details on the new promotional plans, including terms and conditions, will be available shortly in EE shops as well as on www.ee.co.uk