BT on Wednesday officially returned to the U.K. consumer mobile market with a 4G service that comes with a discount for its existing fixed broadband customers.
Called BT Mobile, the SIM-only service runs on mobile networks operated by EE, which BT is in the process of acquiring in a deal worth £12.5 billion.
Three 12-month tariffs are on offer, starting at £10 per month for 500 MB of data, unlimited texts, and 200 minutes; however, BT’s fixed broadband customers can get the same package for just £5 per month. The mid-range price plan costs £12 per month for existing customers and £17 per month for non-BT customers, and comes with 2 GB of data, unlimited texts, and 500 minutes. At the top end, BT is offering 20 GB of data, and unlimited texts and minutes. It will cost £20 per month for BT customers, and £25 per month for non-BT customers.
"Offering BT customers the U.K.’s best value 4G data deal is a great way to start our journey towards re-establishing ourselves as a major player in consumer mobile," said John Petter, CEO of BT’s consumer business, in a statement. "These great value deals are a thank you from us to loyal BT Broadband homes. We are offering customers a new type of great value mobile deal that offers more than just data, minutes and texts."
All BT Mobile customers will also get unlimited access to BT’s 5 million WiFi hotspots, and free access to BT Sport via the BT Sport app.
Contrary to rumours that surfaced earlier this week, BT is also offering a limited range of mobile phones comprised of three Samsung models and one from Huawei. Prices start at £99, although that includes a £50 introductory discount that BT is currently offering on all handsets.
Steven Hartley, practice leader for service providers and markets at analyst firm Ovum said he does not expect BT’s new consumer mobile proposition to change the U.K. market – yet.
"We see this more as a statement of strategic intent rather than a major push into mobile," he said. "BT promised to launch a consumer mobile service before the end of its financial year and, with a week to go, it has hit that target. However, it is a first step on a strategic path that will become much more assured upon the completion of its proposed purchase of EE.
"The U.K. is moving to a quad-play market and rivals will need to respond," he said.
