Mobile phone operators fiercely compete for 4G customers

Reports suggest that fierce competition to attract 4G customers has escalated into a marketing war between mobile phone operators.

Everything Everywhere (EE) is due to launch the UK’s first 4G network on the 30th October 2012.

The introduction of the 4G network, currently only compatible with the iPhone 5, has resulted in mobile phone operators launching aggressive marketing campaigns to try and retain customers.

It is understood that O2 will offer a saving on the cost of switching to a 4G compatible network, in a bid to stop its customers from changing to an alternative network.

O2 has a 4G price promise which means customers who purchase an iPhone 5 between the 21st September and the 31st March 2013, will then have the option to upgrade during their contract to a new 4G ready handset.

Interestingly, O2 has said it will pay 10% of the cost of buying out their customers contracts if they wish to upgrade.

In comparison, Vodafone customers that recently purchased a 3G plan will have the opportunity next spring to upgrade to a 4G plan whilst paying 30% of their remaining contract.

Orange and T-Mobile have also tried to incentivise their customers to remain loyal. At a fixed price of £99, customers that signed up in the past six months may be able to swap to 4G EE.

This is only available for customers who have purchased the following handsets:

  • Samsung Galaxy S3
  • iPhone 4S
  • HTC One X

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Jamie Sansom is Marketing Apprentice at Total Ltd – a business to business service provider, delivering genuine solutions across all core telecommunication services, based in Cheltenham, Gloucestershire. Total Ltd is a business that brings together and unifies all the component parts. For up to the minute business telecommunications news, please view the Total Ltd blog

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