EE is currently the UK's largest mobile network, although it will soon be leapfrogged by the combined 'super-carrier' formed by the acquisition of O2 UK by Three's owner, Hutchison Whampoa.
That's subject to regulatory approval, of course - as is BT's planned acquisition of EE - but even as the UK mobile market prepares for some pretty big changes, EE isn't simply sitting around waiting to be bought up. Today, the carrier announced an exciting new perk for all active customers on its network: the promise of 'never-ending power' for their smartphones.
EE is giving away a free 2600mAh portable charger to all customers on a 30-day rolling contract, or one of its 12-, 18- or 24-month plans, whether for phone, fixed line or broadband services. Pay As You Go customers will also be eligible to get the EE Power Bar charger as long as they've been with the carrier for at least three months.
That's quite a nice little perk in itself, but EE is going even further than just a one-off freebie. The company is also offering 'unlimited swaps' of the charger in its high street stores - that means that if you run down your Power Bar by charging up your device, you can simply head to your nearest EE store, and swap it for a fully charged one, ready to recharge your device again when it needs some more juice.
When the promotion launches "in the coming weeks", eligible customers will simply need to text 'POWER' to 365, to receive a promotional code that will allow them to pick up a Power Bar at any EE store. The text will cost 35p, but apart from that, EE customers won't have to pay anything at all for the charger, or for any of the in-store swaps that they might need.
Even non-EE customers can join in the action - although they will have to pay £20 to join the scheme.
The Power Bar itself can be recharged around 500 times before it needs to be replaced, and includes indicator lights showing how much power remains within the unit, along with its own LED torch.
EE says that this new offer is in response to the changing demands of smartphone users, particularly with the growth of mobile gaming, social media and video streaming, which can rapidly drain a handset's battery on the move.