Tim Bichara

Everything Everwhere?

A huge radio, TV and online campaign, as well as all the ‘will they, won’t they’ stories that have been floating around for the last year, mean EE is probably the most anticipated change to the media back-end since they first switched on analogue TV.

But what they don’t tell you is that the entry level tariff of £36m, with 500MB of data, would actually only let you download for 3m20 at the new peak download speeds, which are supposed to be more than five times those experienced today. They will offer you bolt-on packages before charging you the earth – but it will stop anyone in their tracks who thought this would open the gate to unbridled movie downloads on the train.

While the £56 a month tariff might be unrealistic for the average consumer, it will no doubt be well-suited to those who business depends on access to quick information and are currently blighted by patchy internet access. Fingers crossed that when the other operators enter the market, this will lower the pricing to make Everything Everywhere for everyone, and give us all access to the mobile internet we’ve been so looking forward to.

Perhaps more strange is that one of the Es does stand for Everywhere, given that 4GEE is only live in 10 cities – London, Manchester, Bristol, Birmingham, Cardiff, Edinburgh, Leeds, Liverpool, Sheffield and Glasgow, plus parts of Southampton – from 30 October, with five more – Belfast, Derby, Hull, Nottingham and Newcastle – online by Christmas. 98 per cent of the UK will be able to access the service by the end of 2014.

They should just call it Everything. Although that doesn’t seem quite right either.


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