"EE's decision to offer both a relatively lower-priced tariff at the entry level and a plan with more data at the top end is clearly in response to customer feedback, " said Matthew Howett, an analyst with research firm Ovum.

BBC: EE offers new tariff for 4G and more data

He expanded the bonus pool, created a stock-option plan and goaded the Swiss unions into accepting performance-based incentives even for entry-level workers.

FORBES: Reviving Novartis