Boldly setting a new trend, British mobile network operator EE introduces a direct ‘pounds and pence’ pricing structure allowing easy-to-understand mid-contract price alterations. Putting an end to the perplexing use of complex indices like CPI or RPI, this simplified approach, commencing from 31 March 2025, has announced certain monthly hikes that resonate with essential consumer electronics and services.

Explore EE’s new ‘everything app’, aiming to centralize device sales and manage subscriptions. This all-encompassing platform offers the ability to purchase gaming accessories or trade devices. Alongside this, EE has introduced enhanced broadband and mobile packages, and a focus on personalized customer service. As the company confidently adjusts to its innovative role within the telecommunications landscape, competitors are left needing to pick up the pace.

The UK’s popular Lake District, plagued by poor mobile service, is set for an upgrade with EE boosting its masts’ performance. The upgrades, part of the ambitious Shared Rural Network program, will improve coverage across less-accessible communities, attempting to achieve 95 percent UK coverage by 2025. While enhancing connectivity in the countryside, meeting an impending 2G and 3G network phase-out, these improvements respect the natural landscape and cater to rural communities’ unique needs. This project is hailed for supporting local lifestyles, businesses, tourism and potentially enabling fresh opportunities.

Delving into a recent decision by the Advertising Standards Authority (ASA), we uncover the reasoning behind a stop order on EE’s 5G-related adverts, which competitors said lacked clarity on EE’s claims to operate the ‘UK’s No.1 5G network’. Without fully revealing the specifics of this heated dispute, let’s dive into selected highlights of the adjudication, considering various past incidents and the industry’s ongoing dialogue surrounding telco advertising transparency.