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EE launches personalised Smart Plans

Jasper Hart
May 1, 2019

Plans do not apply to SIM-only customers

EE has launched Smart Plans for its pay monthly customers, which it claims are the UK’s most personal mobile plans.

Smart Plans offer swappable benefits, by which a customer can swap between different benefits depending on their needs. the benefits include the EE Music Data Pass, which offers unlimited streaming of Apple Music, Deezer and Tidal; the EE Video Data Pass, which allows unlimited streaming of Netflix, Amazon Prime Video, BT Sport, TV Player and MTV Play; the BT Sport App, which will give customers access to a variety of sports; and the Roam Further Pass, which gives customers access to UK plan allowances in the USA, Canada, Mexico, Australia and New Zealand.

Smart Plans are currently only available for device contracts. Customers can swap between benefits online or through the My EE app.

Also included for those who get a Smart Plan is an EE Service Pack offering, which includes a lifetime device guarantee, a £10 discount on protective gear, and an annual device and account MOT.

EE marketing director Ed Goff said: “Our new plans offer customers a more personal, flexible smartphone experience. Only on EE Smart Plans can customers now receive an extended smartphone warranty, as well as an annual account and device MOT, with the option to upgrade to the latest smartphone whenever they want.

“EE Smart Plan customers also get to choose the benefits they receive as and when they want them, so they can take out the Video Data Pass when they fancy a boxset binge and simply swap it out for the Roam Further Pass if they’re off to the US on holiday. EE Smart Plans offer the best 4G experience for our customers and will be the foundation for our 5G plans which we’ll launch this summer.”


4G Ed Goff EE UK

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