So how did you expect pricing for the UK's first 4G network might shape-up? Unlimited data? 4G as a replacement to ADSL? Well not quite. Certainly in today's market, Everything Everywhere's packages are competitive, however there's an undeniable premium for what is essentially fast but limited data.
The firm has chosen to offer unlimited minutes and texts on all of its price-plans, instead breaking down monthly fees purely by data allowance.
|Handset||500MB £36||1GB £41||3GB £46||5GB £51||8GB £56|
|HTC One XL 4G LTE Ready||£149.99||£49.99||£29.99||£29.99||£29.99|
|Samsung Galaxy S3 4G LTE Ready||£149.99||£49.99||£29.99||£29.99||£29.99|
|Samsung Galaxy Note 2 4G LTE Ready||£179.99||£139.99||£89.99||£39.99||£29.99|
|Huawei Ascend P1 4G LTE Ready||£19.99||FREE||FREE||FREE||FREE|
|Apple iPhone 5 16GB||£179.99||£109.99||£49.99||£29.99||£19.99|
|Apple iPhone 5 32GB||£269.99||£219.99||£149.99||£99.99||£29.99|
|Apple iPhone 5 64GB||£379.99||£269.99||£219.99||£189.99||£139.99|
Given that Everything Everywhere offers the same Galaxy S3 LTE model at £49.99 for £36 per month on T-Mobile 3G, which features unlimited calls, texts and internet, there's a huge divide in pricing. Arguably, there's only a £5 per month premium to move to the same handset cost, however 1GB of internet for the network's only unique selling point, 4G's high-speed, feels somewhat lacking.
We would have hoped to see data pricing begin at the maximum currently on offer by other networks, typically 2GB fair-usage, working its way up from there. In an ideal world, of course, we had also hoped for a 'Full Monty' plan, with a slight premium for the extra speed, perhaps £5 to £10 per month.
Let's hope that 4G pricing becomes more competitive as other networks come online early next year, otherwise the UK's 4G roll-out is feeling pretty pointless.