EE, the UK’s first-ever 4G network, has hit back at gripes that the mobile broadband allowances it plans to offer are hugely inadequate for consumers' data demands.
Pippa Dunn, EE's consumer CMO, told TechCrunch: "We don't think [unlimited data is] necessary [for 4GEE]. The only thing that happens when you get an unlimited data plan is you attract the people who cane the network and that's not great for any consumer.
She explained that such limits are there to ensure that the network does not come under strain from “super techie” customers using 50GB of data per month that would inevitably impact the experience for average customers that EE says represent the vast majority of its prospective 27 million user base.
The carrier has also come under fire on blogs, forums and social networks from disgruntled punters concerned about 4G using more data than 3G.
EE said on Twitter: "Doing something on 4GEE won't use any more data than doing the same thing on 3G, there's just less waiting."
Makes sense. You access the same content, only much faster. Though that could consequently mean that you have more time to browse and download other stuff, thus increasing your data usage. But that's hardly EE's fault, right?
We’ll find out the full brunt of these complaints when EE rolls out its 4G service starting October 30th. Initially this will be available in 11 towns and cities, followed by four additional locations by the end of the year.
Do you think EE’s data limits are too restrictive? Tell us all about it in the comments section below.