EE has decided that customers who just want a fixed line broadband service can get one standalone at the same rate as the firm's mobile subscribers.
Previously, those mobile subscribers got fixed line broadband at a discounted rate, while non-mobile users had to pay more.
As the IB Times notes, in fact non-mobile subscribers had to fork out £10 more every month, but they can now get up to 17Mbps broadband at the rate of £2.50 per month for the first year, and then £9.95 per month after that.
That's a DSL line, of course – if you want Fibre (of up to 38Mbps) then you'll need to fork out more, namely a fiver every month for the first three months, and then £19.95 going forward.
EE is evidently pushing hard to up its broadband numbers, and Uswitch.com further noted that the company also offers to buy customers out of their current contract, up to a value of £100 at any rate.
Marie-Louise Abretti of uSwitch.com commented: "EE's really going for the jugular with its £100 buy-out promise. This has been around for a while, but it's only now EE's really shouting about it. It means that people unhappy with their current service but locked into a contract will be able to wriggle out of it – with EE footing the bill."
"It's every broadband provider's worst nightmare – and it means they will have to work that bit harder to keep customers happy and loyal."
EE also has other offers to tempt customers in, such as two-for-one cinema tickets.