Mobile operator Three has fired the opening shots in a 4G price war, promising that when its forthcoming services will cost no more than its existing 3G ones.
The move means customers that had been expecting to pay more for 4G services could be tempted to move to the operator, especially if the pricing from the likes of O2 and Vodafone matches that of EE, which was criticised for its high price plans and low data allowances.
Three is set to rollout 4G services later this year, both from spectrum is will be hoping to win from the ongoing auctions, but also by refarming its existing spectrum under a new Ofcom consultation and from some 1800MHz gained from EE last year.
"As we add the next wave of technology to our network, we've listened to our customers and thought long and hard about the right way to do it," said Three chief executive Dave Dyson.
"We don't want to limit ultrafast services to a select few based on a premium price and we've decided our customers will get this service as standard."
The move could open up a price war and this could prove good news for consumers and businesses alike, many of whom may have been bracing themselves for a costly upgrade to utilise new 4G services.
In January, EE - the first operator to go live with 4G services - announced a series of price re-jigs in a tacit admission it may have got its initial pricing structure wrong.
To date, EE has been coy about the number of customers are using its 4G services
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.