EE bigwig: unlimited UK data tariffs are ‘unnecessary’

EE bigwig: unlimited UK data tariffs are ‘unnecessary’Orange and T-Mobile’s tag-team, Everything Everywhere – or “EE” for short, has garnered its fair share of tariff-based criticism, mostly because it charges a bloody fortune, and also for imposing a measly 500MB data limit on its lowest tariff.

With a maximum speed of 50Mbps, it’d be possible – in theory – to devour the entire 500MB in just 80 seconds, but EE tells us not to be silly; most people don’t want – or need – unlimited data.

Yelling from a podium at Mobile World Congress 2013, EE's CEO Olaf Swantee reveals that the average user is burning through just 1.4GB per month.

"It shows that the instinct for unlimited data plans is unnecessary," explains Olaf, who presumably knows what he’s talking about. Ahem.

EE’s 4G price plans currently max out at 20GB, weighing in at a monstrous £61PM. If you think that’s bad, it’s going up to £76PM at the end of the week, so that’s – hold onto your pacemakers – £912 over an entire year, or £1,824 over the minimum 24 months.

Fair enough there’s a phone in there somewhere (usually with an additional up-front cost), but holy mother of fug.

Worth noting, too, that any 3G usage comes out of the 4G EE allowance. There are no words…

Meanwhile, Three says it can’t be bothered charging for 4G, so we’ll get it for nowt. Huzzah!

via: PC Pro

Read more about: 3 MobileOrangeT-mobile

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19 comments

JanSt / MOD  Feb. 27, 2013 at 18:35

Most people only go to hospital 4 times per life... lets close them.

AhmadCentral  Feb. 27, 2013 at 18:37

Been reading the conservative manifesto again Jan?

JanSt / MOD  Feb. 27, 2013 at 18:51

Been reading the conservative manifesto again Jan?

It's my bibble ... commie health care and data ruin the YouKay

McGreenwood  Feb. 27, 2013 at 19:39

If you think that’s bad, it’s going up to £76PM at the end of the week, so that’s – hold onto your pacemakers – £1,824 over an entire year, or £3,648 over the minimum 24 months.

I don't think your maths is very good there I make £72PM £912 a year and £1,824 for 24 months

lcurdie / MOD  Feb. 27, 2013 at 19:45

For fuuuuuu... :| Mobile World Congress fever in full effect. Amended, thanks! ;)

an1couk  Feb. 27, 2013 at 22:39

Most unlimited tariffs have a hidden "fair usage policy" anyway - and if people do not really need it, then they won't make use of it, so you should sell them it and make money out of them.

Pondlife  Feb. 28, 2013 at 00:30

Yeah explain your disappointing 4g sales figures again ee..

krogothnx  Feb. 28, 2013 at 02:12

Exactly why I won't be going with EE anytime soon, thanks. Not that they're planning on rolling out 4G to anywhere near me anyway.

(Side note - when all the orange / t-mobile stores changed to EE stores, it meant we now have two ee stores literally two stores apart. They both have adverts for SUPERFAST 4G. Which you can't get there. Can they really do that?)

JanSt / MOD  Feb. 28, 2013 at 07:21

Krogo... I'm starting to believe they can do what they want. When iPhone 5 was launched in Ireland last autumn, Vodafone Ireland trumpeted "we are the only network fast enough for iPhone 5"! They didn't mention 4G specifically, but it's what they meant. Only: we won't get 4G before May or so... And then it'll come to O2 and 3 also... So wtf?

JanSt / MOD  Feb. 28, 2013 at 07:22

Of course: all Irish networks are fast enough for iPhone 5 - cause it haz EDGE :p

B1zarr0Prim3  Feb. 28, 2013 at 09:40

I recently went from a T-Mobile tariff with unlimited data to an EE tariff with 500Mb. I did think it was going to be a problem moving away unlimited data but I'd only been using 200Mb a month anyway so its not like the data cap is an issue.
I use my Wi-Fi connection when I'm at home and only use my data connection when I'm out and about.

JanSt / MOD  Feb. 28, 2013 at 09:57

What phone? I got the feeling the iPhone 5 and SGS3 I used needed 500MB per week just to run....

B1zarr0Prim3  Feb. 28, 2013 at 10:10

Lumia 920.
I've always been careful about my data usage though dating back to my N95 days.

IndianaBlues  Feb. 28, 2013 at 10:34

So the average user is using 1.4Gb per month - that's virtually 3 times the amount of their lowest tariff, so on average those guys that plumped for that must be getting some hefty bills. Also, if I have a data allowance on my phone I try to stick to it so I don't get charged extra. I'd be very surprised if a large percentage of the EE users that made up that "average" were not self-capping to prevent being overcharged, rather than just using that amount of data of their own free will...

JanSt / MOD  Feb. 28, 2013 at 11:57

Bizarro,
I too have always been cautious, and I don't hit on every tube link... But Android and iOS are something else, really. 5-10 times the data for exactly the kinda things I do on my N9 or HD2.

JanSt / MOD  Feb. 28, 2013 at 12:00

IndianaBlues - I think I agree...
Phones now launch without SD-slots. My wife's Galaxy camera came with 3 "free" cloud offers... And she's not a heavy user but 500MB is a joke if you use dropbox or just use Tumblr...

Rubisco  Feb. 28, 2013 at 12:22

I consistently use just under 4 GB a month, offer me a 5 GB tariff that's cheaper than unlimited and I'll consider it.

But they don't, do they? 500MB, 1GB, 2GB blah blah blah. Not enough, by design.

matt101101 / MOD  Feb. 28, 2013 at 16:21

IndianaBlues - I think I agree...
Phones now launch without SD-slots. My wife's Galaxy camera came with 3 "free" cloud offers... And she's not a heavy user but 500MB is a joke if you use dropbox or just use Tumblr...

Is the Galaxy Camera good? My digital camera needs replacing and I like the idea of an Android camera.

satchef1  Mar. 1, 2013 at 02:00

TBH they don't need unlimited. They just need more reasonable pricing at the lower end. For the majority of users, unlimited data is great because it buys peace of mind against unreasonable data charges. For the networks, it's costly. Unlimited data draws a small number of users who will rape the connection for all it's worth. That's why the networks are so resistant to it.

Rather than unlimited data, they just need affordable tariffs that cater for the average user, and clear and reasonable out-of-allowance charges that don't put people off using their data connection. That would be enough to cater for the profitable portion of the market without having to put up with the undesirable customers who are downloading 1080p Blu-Ray rips over a data connection.

I consistently use just under 4 GB a month, offer me a 5 GB tariff that's cheaper than unlimited and I'll consider it.

But they don't, do they? 500MB, 1GB, 2GB blah blah blah. Not enough, by design.


Three offer more data for less money. You'd think their market share would be going through the roof. It's not. That's why the other networks aren't too bothered about you. If they lowered their prices and increased their data allowances, they'd make less profit and need more capacity. Where's the sense in that?

The only reason why Three do unlimited data is because they recognised a developing niche in the market that the big networks wouldn't want to touch. It's their safe-haven. They can make a reasonable amount of money from it, and they know the other networks are unlikely to come near as they'd have to sacrifice a chunk of profit to do so.

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