Ru Bhikha, mobiles expert at Uswitch.com, comments: “EE falling foul of the ICO is a misstep from the UK’s largest mobile network, and a wake-up call for the industry as a whole.
“It is an extremely competitive marketplace at the best of times and with the arrival of 5G, all networks, including EE, are trying to convince customers to come on board with them for this new stage of the journey.
“But there is a fine line in how this messaging is worded, and with consumers enjoying both great choice and great freedom to explore alternatives, networks will need to be more careful than ever in striking the right balance.
“End-of-contract notifications, from early next year, will make customers more aware that they can shop around for new deals, while the arrival of Text to Switch on Monday will make the process of leaving a network even easier.”
FOR MORE INFORMATION
Rory Stoves
Phone: 020 3872 5613
Email: rory.stoves@uswitch.com
Twitter: @UswitchPR
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