When you're the biggest 4G player in the UK, logic dictates that you don't let your rivals hog the limelight for too long. EE's well aware of this, so just a few days after Vodafone finally joined the 4G pay-as-you-go party, it's decided to improve the value of its pre-paid top-ups in an attempt to distance it from the competition. The new options cover three categories -- Talk and Text, Data and Everything -- letting you decide which of those usage models fits your needs best, possibly stopping you from paying for services you won't use. It's also dropped the lowest PAYG top-up to £1, which includes 100MB of data lasting seven days, in the hope it'll lure in even the most budget-conscious mobile user. Finally, it's ensuring you're rewarded for your loyalty by throwing in an extra 250MB of data, 50 minutes of calls to any network or 250 additional texts to customers who've not missed a top-up for three months. It's even created a comparison guide detailing how its new packs perform against rival offerings, just in case it O2 and co. weren't already looking on enviously.