UK mobile carrier Three has announced it will price its 4G service at the same cost as its existing 3G services, once it offers them later this year.
The announcement comes as the UK's main phone networks enter the third week of a bidding war for their share of the country's 4G data spectrum, which is being held by regulator Ofcom.
Everything Everywhere is currently the only carrier offering 4G services within the UK with a network covering 27 cities in total, which provides 45 per cent of the country with access to the high-speed service.
Ahead of the bidding process, EE moved to lower the pricing of its own service in the face of looming competition in the 4G market, along with complaints from consumers that pricing for the service was too high to even consider.
With its planned low-cost pricing for the service, Three is set to make the UK 4G market a much more competitive arena.
EE currently offers its 4G services at £21 per month for a 12-month Sim-only plan with 500MB of inclusive data, whilst other tariffs ranging up to £61 per month.
In comparison, Three's current 3G services offer a similar 12-month Sim-only plan with 500MB of data for just £6.90, with an unlimited data plan available for only £25.
Three UK chief executive, Dave Dyson, celebrated the move, saying: "Our customers choose Three because they love the internet and know they can get great speeds and great value on our award-winning network."
"As we add the next wave of technology to our ultrafast network, we've listened to our customers and thought long and hard about the right way to do it. We don't want to limit ultrafast services to a select few based on a premium price and we've decided our customers will get this service as standard."
Rival UK networks including O2 and Vodafone are yet to release any information regarding pricing for their upcoming 4G services.