EE, the UK’s biggest 4G operator, is to expand connectivity beyond users’ smartphones to include a range of devices in their home, workplace, car or when they exercise.
The operator’s Connected Strategy will see it develop its own products (the first is a GoPro-style action camera), as well as “work with innovative businesses to deliver new and exciting experiences for customers”.
Other EE 4G devices will follow the action camera later in 2015.
The strategy has four strands: Connected Home, which promises to make users’ home environment “even smarter”; Connected You, allowing people to “play, keep fit, interact and share on the go”; Connected Car, which is designed to increase vehicle efficiency and keep passengers constantly connected; and Connected Business, boosting business efficiency while helping new products and services to emerge.
As a first step, EE announced the launch of its Action Cam, what it claimed is the world’s first 4G-enabled action camera. Designed to be strapped to a helmet, it is aimed at thrill seekers and sports enthusiasts who can broadcast HD video content in real-time.
The camera is available from 16 June via EE itself as well as retailers including Dixons Carphone, Amazon, Selfridges and camera retailer Jessops. It comes with a choice of data plan: shared, pay as you go and pay monthly.
There are two pay as you go packages: £400 (including 24GB for 12 months) or £300 (including 2Gb for 30 days).
“We’ve introduced our ‘connected strategy’ as we understand our customers not only want superfast coverage, they want products that give them the very best experiences, coupled with the most innovative and exciting ways in which to share them,” said EE CEO, Olaf Swantee.