With the impending increase of competition in the high-speed mobile broadband market no doubt in mind, EE has moved to address complaints that its 4G network offers too little punch for your pound.
The UK's only current LTE provider has announced new special promotional data plans, including dropping its entry-level £36 a month tariff to £31. Available from 31 January until 31 March, the deal runs over two-years and comes with 500MB of data every month. A range of handsets are available as part of the offer, including the Nokia Lumia 820 for £29.99.
Of course, 500MB of data will be gobbled up quickly unless you're an especially prudent user - in less than 10 minutes, in fact, if you were transferring non-stop at the 12Mb/s peak speed promised by the network. In order to meet the needs of more download-happy consumers, therefore, EE has also announced new tariffs featuring a hefty 20GB a month data allowance.
The 20GB tariff is available on a one-year, SIM-only contract for £41 a month until the 28 of February. If you up your outlay to £61 a month over two years, you can get the beefy data allocation plus a new-generation handset like the iPhone 5. That deal will stay in place after February, albeit at the increased asking price of £76 a month.
EE is also introducing a new 12-month SIM-only plan featuring 8GB of data for £41 a month. All of the network's plans come with unlimited calls and texts.
"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," said Pippa Dunn, chief marketing officer at EE.
The new range of offers and options being rolled out by EE are a fairly obvious attempt on the network's part to snare as many customers as possible in the dying days of its exclusive access to the UK's LTE spectrum.
Once Ofcom's 4G auction is complete and licenses have been been handed out, competing networks are expected to launch their own high-speed mobile broadband plans by the summer.
"It's fair to say that EE has attracted a fair degree of criticism not so much for the price of the 4G tariffs, but rather on the amount of data bundled at each level. EE was always going to have a difficult role to play being the first mover," commented Ovum telecoms regulation analyst Matthew Howett.
For more, check out our EE 4G LTE first impressions review.