EE to Roll Out Pay-for-Speed Mobile Plans by September End

EE, the U.K. mobile-phone venture of Orange SA (ORA) and Deutsche Telekom AG (DTE), plans to introduce packages by the end of September offering a faster version of its fourth-generation network for a higher price.

The company is introducing “double-speed” 4G service averaging as much as 30 megabits per second for wireless data, comparable to what customers see with fiber broadband at home, Chief Executive Officer Olaf Swantee said today in London. He declined to comment on prices.

EE, the first service-provider in the U.K. to offer the higher-capacity mobile technology that makes uploading and downloading videos, pictures and files faster, is ramping up speeds and offering new promotions and price packages ahead of similar 4G-network rollouts from Vodafone Group Plc (VOD) and Telefonica SA (TEF)’s O2 later this year. The double-speed 4G, which the company said will be the fastest service in Europe, will be available in 12 U.K. cities starting tomorrow.

“We will continue to have different pricing mechanisms using network differentiation,” Swantee told reporters. “We really have proved that we can get an adoption which is faster than other markets while maintaining a premium.”

The company is offering current and new customers free access to the faster service until the end of September as long as they stay on their 4G plan. EE will also start a promotional offer July 17 until the end of September to cut the price of its cheapest 4G monthly plan to 26 pounds ($40), a 5-pound discount, and reduce its most expensive plan, with 20 gigabytes of data, to 51 pounds from 76 pounds.

A new family plan for 4G will let customers receive a single bill for as many as five devices in an effort to increase customer loyalty, the company said.

To contact the reporter on this story: Amy Thomson in London at athomson6@bloomberg.net

To contact the editor responsible for this story: Kenneth Wong at kwong11@bloomberg.net

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