Operators know in their hearts that both existing and potential subscribers probably hate them, because customers invariably find something to grumble about when it comes to any kind of supplier. Mobile phone users watch heart-warming TV campaigns with a cynical sneer and remain convinced that the operator is just out to get them--or at least a sizeable part of their wallet.
Bosses of the UKs four mobile network operators were summoned to meet Prime Minister David Cameron this week as the UK coalition government attempts to prove it is making efforts to bring down the cost of living amid soaring energy prices.
Vodafone UK was raked over the coals by regulator Ofcom this week for being the only one of the country's four mobile network operators to miss its coverage obligations by the end of June.
Announcements on LTE tariffs and promotions as well as network coverage are coming fast and furious from UK operators, with both EE and Telefónica-owned O2 UK saying they have now launched pay-as-you-go tariffs to LTE customers.
UK operator EE added almost half a million LTE customers in the third quarter and said it was able to boost data revenue and its contract customer base compared to the previous year.
EE has upped the pressure on rivals in the UK LTE market by introducing a raft of measures including cheaper LTE tariffs, new pay-as-you-go LTE tariffs and plans to offer a "converged" bundle of LTE and home broadband services.
While pricing can never be low enough from a consumer perspective, the ongoing quest for operators as they roll out LTE networks across Europe is to find a balance between competiveness and the ability to fund future investments.
This summer, the telecoms sector has been buzzing with a number of events that are set to change our industry in fundamental ways. For those of you coming back from holiday, you've certainly missed a lot! Stay tuned.
EE revealed a number of new LTE milestones on Wednesday, as the UK operator tried to steal some of the thunder from rivals Vodafone UK and Telefónica's O2 UK ahead of their respective LTE network launches on Thursday.
According to UK operator EE, the speed and consistency of LTE service is starting to have some effect on user behaviour, with one notable change being a reduced reliance on both public Wi-Fi and home broadband services.