UK fixed line market leader BT has unveiled its first foray back into the mobile market since selling O2 to Telefónica a decade ago. BT is focusing on multiplay bundles and aggressive pricing with 4G SIM-only deals that offer significant discounts to existing BT broadband customers.

Currently an EE MVNO, BT Mobile is a stripped-down proposition consisting of three SIM-only tariffs on a 12 month contract. The prices below include the £5 per month discount offered to existing BT broadband subscribers, and all offer access to a BT Sport app to stream its exclusive sport content. BT is also offering a small selection of unsubsidised handsets with a £50 discount for broadband customers.

“Offering BT customers the UK’s best value 4G data deal is a great way to start our journey towards re-establishing ourselves as a major player in consumer mobile,” said John Petter, chief executive of BT Consumer. “These great value deals are a thank you from us to loyal BT Broadband homes. We are offering customers a new type of great value mobile deal that offers more than just data, minutes and texts.

“We are offering 4G on the UK’s biggest network along with unlimited access to the most extensive wifi coverage via our 5m BT wifi hotspot network. Plus BT Sport and a discount of up to 50 per cent on your mobile tariff if you are a BT Broadband customer.

“Our customers are consuming increasing amounts of data and they want the best possible connection wherever they are. It’s our ambition to meet this demand by combining the power of our fixed fibre service with wifi and the convenience of mobile.”

In his statement Petter alludes to the broader context of this move, which is BT’s impending acquisition of EE. This MVNO deal was in place long before BT decided to buy EE, but it may well prove to be a handy dress rehearsal for when that acquisition goes through, if it does.

Other than that this launch is clearly designed to bolster BT’s multiplay offering and it’s quite possible that the prospect of paying a mere £5 per month for a 4G subscription will be enough to persuade a whole new tranche of people to move to BT broadband.