Three has announced that its upcoming ultrafast mobile broadband network will not charge customers a premium fee to upgrade.
The operator is aiming to steal a march on rivals by revealing that the service will be rolled out across all new and existing price plans without fees being charged – contrary to what many of its competitors were expecting.
Last year, EE launched the UK's first 4G service through the 1800MHz radio spectrum band, though the operator received criticism for its high costs and service quality – both of which the operator has since taken steps to improve.
However, Three says it is hoping to start as it means to go on by avoiding charging customers for 4G, said Dave Dyson, CEO of Three UK.
"As we add the next wave of technology to our Ultrafast network, we've listened to our customers and thought long and hard about the right way to do it," he said.
"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."