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BT has taken the wraps off its BT Mobile service, offering heavy discounts on 4G plans to existing BT Broadband customers.
Earlier in the week, a report emerged claiming that the British telecoms giant was set to launch its own mobile service, which appeared to be confirmed by BT itself.
Any doubts have now been removed, as BT has officially launched BT Mobile.
As predicted, BT Mobile will be a Mobile Virtual Network Operator (MVNO) that piggybacks on EE's considerable 4G network. We don't expect that EE will mind taking on the extra load, given that BT is in the process of tying up a £12.5 billion deal to purchase the UK's biggest mobile network operator.
It's not known how that acquisition will affect BT Mobile's service if and when it's approved, but presumably it will go from being an MVNO lodger to having full access to EE's network. In other words, the service is only going to improve.
BT has confirmed that it "will reveal more details after the deal completes about what customers will be offered" with relation to BT Mobile.
The company's first SIM-only plans start from as little as £5 per month, which gives you 500 MB of 4G data, unlimited texts and 200 minutes. Only the 7.6 million BT Broadband customers out there can get that particular deal - it's £10 a month to everyone else.
At the other end of the spectrum, you can get a 4G data allowance of 20GB, with unlimited texts and minutes, for £20 a month if you have BT Broadband, or £25 a month otherwise.
Related: BT EE Deal: Is it a good thing for consumers?
BT Mobile customers will also get free access to BT Sport through the BT Sport App, even if they're not signed up to BT Broadband. That could be a huge incentive to sign up for Premier League (and soon Champions League) football fans.
Meanwhile, the BT Shop is selling 4G handsets outright starting from £99.