Vodafone also announced partnerships with streaming music service Spotify and British Sky Broadcasting Group Plc (BSY)’s Sky Sports pay-TV, so customers can choose access to either in their 4G contracts.
Vodafone Red 4G-ready plans are priced from 26 pounds a month for unlimited calls and texts and 2 gigabytes of data for a SIM-only contract, which doesn’t include a phone.
The 12-month contracts including a subsidized phone start at 52 pounds a month for 2GB of data.
The same plan on a 24-month contract starts at 34 pounds a month. A similar 4G plan from EE costs 41 pounds for a 24-month contract.
Vodafone’s rollout is part of the company’s partnership with Telefonica, which means that the two mobile providers will offer 4G in similar areas, Laurence said.
U.K. carriers are rushing to build out the networks after falling behind peers in Germany,Sweden and the U.S. as they seek to overcome relatively low customer bills that are contributing to declining service sales.
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