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EE Users Snub WiFi for LTEEE Users Snub WiFi for LTE

LTE's popularity in the UK is great news for the network but bad news for carrier WiFi initiatives.

Sarah Thomas

August 19, 2013

2 Min Read
EE Users Snub WiFi for LTE

EE 's silly name is turning out to be quite descriptive. The UK's pioneer LTE operator says its customers are starting to spurn WiFi in favor of its zippy 4G network.

In fact, 43 percent of EE subscribers are using fewer or no public WiFi hotspots since they've gotten 4G, versus 37 percent in April, the operator said Monday in its 4GEE Mobile Living Index, and 23 percent are using their home broadband less. The index contains the first stats released on the network since its launch 10 months ago. EE's LTE network now reaches 60 percent of the UK.

Video downloading, uploading, and streaming makes up 26 percent of LTE network traffic, according to the index. "In fact YouTube alone accounts for 14% of 4G traffic." EE also learned that one-fourth of Britons check social apps more than 10 times a day over LTE, but uploading traffic has overtaken downloads on the network at big events. That's not surprising, given our penchant for sharing via sites like Facebook, Twitter, and Instagram, but it does speak to the need for uploads that are as fast as downloads, especially since EE foresees data volumes over social networks increasing tenfold by 2015.

The dominance of LTE use for EE subscribers could be partly explained by the fact that morning and evening commutes, where WiFi isn't readily available, are popular times for device use. But I think it also speaks to the quality of the network and the ease of using it. A quarter of EE customers use the mobile Internet three hours a day, and they are doing it via the path of least resistance -- what the phone defaults to and what works well, or at least well enough.

This is great news for EE (which doesn't have a WiFi offload strategy), given its ample spectrum holdings, but other operators banking on carrier WiFi initiatives to relieve congestion and maintain the LTE experience should take note of this.

EE's findings reinforce the importance of making WiFi offload seamless, authentication automatic, and handoff undetectable. More consumers would default to WiFi if the process were baked into the phone, and they'd be happy to do so given the data caps on tiered plans. But when the LTE network is this good, they aren't going to seek it out.

It's certainly a good thing that LTE is proving itself to be as reliable and fast as home broadband, but it could be a bad thing if it comes at the expense of carrier WiFi initiatives.

— Sarah Reedy, Senior Editor, Light Reading

About the Author(s)

Sarah Thomas

Director, Women in Comms

Sarah Thomas's love affair with communications began in 2003 when she bought her first cellphone, a pink RAZR, which she duly "bedazzled" with the help of superglue and her dad.

She joined the editorial staff at Light Reading in 2010 and has been covering mobile technologies ever since. Sarah got her start covering telecom in 2007 at Telephony, later Connected Planet, may it rest in peace. Her non-telecom work experience includes a brief foray into public relations at Fleishman-Hillard (her cussin' upset the clients) and a hodge-podge of internships, including spells at Ingram's (Kansas City's business magazine), American Spa magazine (where she was Chief Hot-Tub Correspondent), and the tweens' quiz bible, QuizFest, in NYC.

As Editorial Operations Director, a role she took on in January 2015, Sarah is responsible for the day-to-day management of the non-news content elements on Light Reading.

Sarah received her Bachelor's in Journalism from the University of Missouri-Columbia. She lives in Chicago with her 3DTV, her iPad and a drawer full of smartphone cords.

Away from the world of telecom journalism, Sarah likes to dabble in monster truck racing, becoming part of Team Bigfoot in 2009.

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