British mobile virtual network operator (MVNO) Tesco Mobile has announced that it is now offering 4G connectivity to its customers at no additional cost. When the operator initially introduced 4G back in October last year it revealed that customers would pay GBP2.50 (USD4.12) per month on top of their regular tariff to boost their mobile broadband speeds. However, saying it was keen to offer more customers the opportunity to benefit from the higher speeds offered by LTE technology, Tesco Mobile confirmed that as of 30 January 2014 it is no longer charging a premium for 4G for both pre- and post-paid customers.
Looking ahead, the MVNO has said that it will now look to launch specific 4G data bundles for pay-as-you-go customers, while it aims to enhance the range of 4G-compatible devices that it offers, with handsets such as the Sony Z1 compact and MotoX to be added to its product range.
Simon Groves, Tesco Mobile’s chief marketing officer said of the decision to drop the 4G charge: ‘Introducing free 4G is a clear example of our intention to provide all of our customers with the very best at no extra cost … As a network we hope that this move will challenge others in the market and encourage the industry to follow suit. We want to see 4G with no extra cost become the norm and networks making the very latest technologies accessible for all.’