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ISP EE Broadband Adopts Converged UK Pricing and Mesh WiFi

Thursday, June 25th, 2020 (9:00 am) - Score 4,972
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Mobile operator and UK ISP EE has today reintroduced converged pricing on their fixed line ADSL, FTTC and G.fast based home broadband plans, which in simple terms means that the operator’s existing Pay Monthly mobile customers will pay less than somebody who just orders their fixed line service by itself.

The move, which appears as if it could be a response to Vodafone’s low cost approach through a similar pricing strategy, is a useful way of ensuring greater customer retention. On the other hand it may have the effect of discouraging new customers who might not want to take one of EE’s mobile plans.

Otherwise EE’s home broadband packages all come attached to an 18 month contract term (except on their ADSL plan where you get a choice of 12 or 18 months), Smart Hub wireless router, unlimited usage and phone line rental. Customers who take their ADSL and FTTC based standard and superfast broadband plans will also get 5GB extra data each month on their EE Pay Monthly mobile plans, which jumps to 20GB for ultrafast broadband (G.fast).

On top of that all packages have the option to add an Apple TV 4K box at extra cost. A summary of the new pricing structure can be found below.

NOTE: If you need a brand new line installed then that attracts an extra £50 charge.

Standard Broadband 10Mbps
Price (non-EE Mobile): £22.50 a month (plus £10 one-off setup)
Price (with EE Mobile): £20 a month (plus £10 one-off setup)

Fibre 36Mbps
Price (non-EE Mobile): £27 a month (free setup)
Price (with EE Mobile): £23 a month (free setup)

Fibre Plus 67Mbps
Price (non-EE Mobile): £30 a month (free setup)
Price (with EE Mobile): £27 a month (free setup)

Fibre Max 145Mbps
Price (non-EE Mobile): £40 a month (plus £25 one-off setup)
Price (with EE Mobile): £36 a month (plus £25 one-off setup)

Fibre Max 300Mbps
Price (non-EE Mobile): £48 a month (plus £25 one-off setup)
Price (with EE Mobile): £43 a month (plus £25 one-off setup)

At this point we have to say that EE have been a bit naughty because they previously showed their post-contract prices alongside the package summary when ordering, but upon conducting an order test for their new non-EE mobile pricing today we noticed this had been moved to the small print: “Standard Broadband £32; Fibre £37; Fibre Plus £42; Fibre Max 145 £49; Fibre Max 300 £54.

As we’ve said many times before, broadband ISPs should NEVER hide their post-contract pricing away in the small print (sadly EE’s parent, BT has also recently started doing this again and so have a few of the other providers) as it can mislead consumers.

Mesh Wi-Fi

One other key change in today’s new package line-up is that EE has launched their own take on a Mesh WiFi solution, which is of course similar to the approach taken by parent BT. The new EE Smart WiFi home solution includes a new Smart Router (BT Smart Hub), Smart WiFi Discs and inclusive 4GEE WiFi Mini device (the latter is loaded with 2GB of data per month for use at home and away – and additional back-up data as required).

All broadband customers who take this service will receive one Smart WiFi Disc (repeater) at point of purchase and can increase this to up to three discs throughout their plan. Each disc can support up to 60 devices. The Smart WiFi service itself is available on all EE fixed home broadband plans for an extra £10 per month for 18 months.

EE has also launched a new EE Home app, which among other things can help customers to optimise their home WiFi experience. Once a customer is up and running, they can then use it to manage their connection and see which devices are connected at any given time, no matter where they are in the house. The app allows customers to set access controls and set up device groups that can be controlled separately (parental controls).

Finally, in the event that a customer has a problem with their home broadband, EE will boost the data allowance on their 4GEE WiFi Mini with up to 250GB of extra data until it is resolved.

Leave a Comment
16 Responses
  1. Avatar Bobby Moore says:

    Reported EE to Advertising Standards Authority

    1. Mark Jackson Mark Jackson says:

      Suspect that won’t work as there isn’t a specific rule against it, but it is recognised as a poor practice.

  2. Avatar Niall says:

    Is there any news on when or if EE will launch FTTP packages any time soon?

    1. Mark Jackson Mark Jackson says:

      Nothing yet, but then I haven’t really asked. I can try to find out.

    2. Avatar FTTP says:

      Did asked EE yesterday about FTTP, they will not selling it, no information of that yet! Plusnet are the same too.

    3. Avatar Nathan says:

      I believe at some point they will if they want to retain their existing customers. Hyperoptic have sent letters asking to register interest as they discuss proposals with building management over addresses including mine to install FTTP to the block/properties. I am with EE at the moment on a mobile and fibre optic Broadband plan and provided Hyperoptic are a stable company, would consider swapping in the future if EE still don’t have any plans.

    4. Mark Jackson Mark Jackson says:

      Complete suicide for an ISP to say they won’t be selling FTTP, maybe not instantaneous suicide but more like a slow bleeding to death. The market is changing, they will at some point have to change too or scrap fixed line services altogether.

    5. Avatar Niall Chatfield says:

      Thanks for the responses. My village will hopefully have FTTP installed soon and I was hoping to go with EE given our mobile services are with them, but looks like I will have to look elsewhere. I am sure they will offer FTTP at some point just probably not in time for me. That said the Openreach site has been saying FTTP coming soon since last September so may still be a few months away!! Other parts of the exchange are live and they actively building within our Exchange area so hopefully it won’t be too much longer.

  3. Avatar Michael V says:

    Mesh WiFi is great. Good too see one UK ISP making the move.

    I get the pricing for their broadband, but it’s still more expensive than Vodafone.

    1. Avatar Meadmodj says:

      BT launched the BT Complete in November 2018. Other ISPs already offer Mesh options.
      This is simply a badged version of the BT Smart Hub & Disc.
      Cost over 18 months is £180 and the kit is retained ownership.
      May be appropriate to some on monthly but a longer term solution is a Mesh you own and can retain regardless of ISP provider or technology. Even BT’s Whole Home WIFI is cheaper in the long run (prices vary by WIFI standard). I deally a mesh where 2.4 and 5 can be separated.

    2. Avatar Michael V says:

      >meadmodj. Didn’t know that other ISPs offered it. I missed that one! It could be more convenient for someone to get the hubs through their ISP rather than buying it & then using it if one changes is always an option.
      I do plan on getting a mesh set up myself at some point.

  4. Avatar Sam says:

    Pretty weak ‘offer’ for mobile EE customers, those prices were for non-customers just yesterday.

    1. Avatar Meadmodj says:

      Surely aligning existing customers with current new customer offers on the 18 month Fixed Broadband plans is a good thing. The loyalty issue would be if they didn’t.

  5. Avatar Dean Mason says:

    It might be worth noting BT offers Unlimited Data If ur broadband connection goes down but otherwise with EE It’s only 250GB

    1. Avatar John says:

      Only? That’s more than the average household uses in a month according to ofcom connected nations and I bet they’ll give you more if you use it up.

  6. Avatar Roger_Gooner says:

    “Finally, in the event that a customer has a problem with their home broadband, EE will boost the data allowance on their 4GEE WiFi Mini with up to 250GB of extra data until it is resolved.”
    Am I right in believing that only EE does this? I don’t think that Vodafone offers this and Virgin Media doesn’t.

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