"The most fundamental change to pay monthly is that 4G will now take on an even bigger role," explained Vodafone, in a blog post. "From today all of our 12 and 24-month agreements will connect you to our 4G network. And you'll get some of biggest data allowances to do more of what you love on your mobile."

Vodafone has reorganised its postpaid tariffs into three tiers: The entry-level Standard Bundles, mid-priced Red Bundles, and the range-topping Red Value Bundles. Each category offers a selection of data allowances.Standard Bundles come with either 500 MB or 1 GB of data and various bundles of voice and texts, while Red Bundles offer unlimited voice and texts and larger data allowances. Red Value Bundles are the same as Red Bundles except they also include a choice of either Spotify mobile music, Sky Sports mobile TV, or Sky's Now TV video streaming service.

Vodafone's EuroTraveller roaming offer, which allows customers to use their monthly voice, text and data allowance while abroad for £3 per day, also comes with Red Value Bundles.Customers who are mid-way through a 3G-only contract can upgrade to one of the new tariffs for free if the new contract is at least £5 more expensive than their current one, otherwise they will incur a one-off fee of £20."

Any EE or O2 customer that switches to one of our new pay monthly bundles will get a £20 welcome," Vodafone said.

The changes to Vodafone's tariff structure have been made at a time when its rivals are raising the stakes in the U.K. mobile market.

EE is in the process of being acquired by incumbent BT, which will augment the latter's market-leading position in the fixed broadband market with the country's largest 4G customer base. Meanwhile, with Telefonica recently agreeing to sell O2 to 3UK parent Hutchison Whampoa, Vodafone is set to become the smallest mobile operator by customers in its home market.

Total Telecom