EE looks set to kick off a low-cost mobile contract price war by announcing it will offer a Pay As You Go (PAYG) 4G deal for just £1.
Starting today, the operator will offer a range of new PAYG price deals, split across Data, Talk and Text, and "Everything" options, two of which will cost a pound.
These deals include a basic data pack gives 100MB of data, 10 minutes talk and 10 text messages for £1, lasting a week, and a talk and text pack giving customers 25 minutes talk and 50 texts.
All the contracts include 4G connection speeds as standard, making the cheapest options extremely appealing to those who might only use their phones to briefly go online during the day.
EE's more typical monthly offerings, costing £10 and £15, provide 250 minutes and unlimited texts, and 750 minutes and unlimited texts respectively. There are also "Everything" contracts, which gives you 150 minutes, 500MB data and Unlimited texts for £10 a month, 500 minutes/2GB data when you spend £15, and 1000 minutes/4GB data when you spend £25.
The new contracts, announced a week after Vodafone launched similar 4G PAYG deals, will be available immediately across EE's stores and website, as the company looks to provide more options for the 40% of its customers still on PAYG.
Pippa Dunn, EE's chief consumer marketing officer, said: "This is another landmark moment for the UK's mobile industry. With more and more people demanding access to 4G and the benefits it brings, we've chosen to include it as standard in our new range of pay as you go packs, which now start from less than the price of a cup of coffee a week".
EE's 4G coverage currently reaches more than 75% of the UK population, including 263 major towns and cities alongside 2,500 villages.
It was recently ranked as the best performing mobile internet service in Britain by industry observer RootMetrics, with customers also reportedly enjoying better calling and texting performance than rival operators.