UK MOBILE OPERATOR EE announced plans on Friday to invest £275m in 2014 on improving its voice calling service.
Citing the fact that the number of voice calls on its network has grown 25 percent since 2012, EE revealed that it plans to splash some cash to improve its voice services.
The operator said it will invest £275m in 2014 on improving the quality of voice calls made on its network, and plans to set a "new benchmark" for call quality.
It will spend the money on upgrading 11,000 2G cell sites, and 7,000 3G cell sites across the country. EE will also spend some of it on trialing future voice calling services such as 4G voice (VoLTE) and voice over WiFi.
Taking a poke at rival mobile operators, EE CEO Olaf Swantee said, "While we consistently outperform on the standard UK benchmark for voice call quality and reliability, I don't believe the benchmark is right. I think the UK mobile industry can do better, and we intend to improve the experience for our customers, taking our quality and reliability to levels to those achieved by other operators across Europe.
"This year, we have been focusing a large amount of our activity and investment on offering consumers the most reliable, highest quality phone call experience. I'm proud to say that we have reached our highest ever call success rate - 99.2 [percent] - while carrying over one billion calls every week. But we can go even further.
"For the majority of our customers, being able to make a phone call when they need to is still the vital aspect of the mobile experience. Innovative, high-speed data services receive most of the attention in the mobile industry as they are changing the way people communicate, connect, trade and interact. However, we carried more voice calls on our network than ever before this year, and we know that call reliability is essential for our customers.
"That's why we plan to invest £275m in our voice call service in 2014 as we strive to set new standards in call quality and reliability."
EE has been improving its voice service throughout 2013, and the network said that its work has paid off. Despite seeing the number of calls being made on its network increase over the past year, EE said it has reduced the number of dropped calls by 50 percent. µ