4G offers and free EE TV appear to be working for EE
EE is currently the champion of 4G in the UK this is reflected with some 9.3 million 4G EE customers, a rise of 224% in the last 12 months, and with an aim of 14 million by the end of the year we can expect to see more of Kevin Bacon. In terms of coverage EE claims 87% of the population and is aiming for 99% by 2017 with 90% geographic coverage of 2G voice at the same time.
The fixed line broadband (ADSL2+/fibre) sector of EE for some years was shrinking but with several quarters of growth, a healthy user base of 884,000 is the result, up 15% in the last 12 months. The EE TV set-top box that tries to differentiate from YouView boxes by allowing you to stream content to handheld devices appears to be a large part of the success story.
In the 4G arena the Dan and Phil promotion of 100GB free data for two months late in 2014 will no doubt have boosted the number upgrading to a 4G plan. In theory while 4G coverage means broadband speeds much higher than fixed line broadband are possible, 4G (and its older 3G) connections often suffer more variability than a fixed line service which along with the cost of 4G data may limit the appeal as a fixed line broadband replacement, particularly in homes where video streaming and online gaming is popular.
Our broadband speed test that runs just as happily on mobile devices as full desktop PC shows some very nice double speed EE 4G results. It will be interesting to see how the EE mobile services behave as data usage levels rise.