Update: Make sure you cancel or renegotiate before the price nearly doubles after 12 months. See chat transcript below.
To get this deal you need to use the voucher code MOVETOSIMO which will give a £3 discount at the checkout. If you don't have an EE PAYG SIM and feel guilty about using the code, buy an EE PAYG SIM from a pound shop.
On many EE deals, BT Sport is an additional £5 per month. The 24 months of BT Sport in this deal is worth £120. It is worth noting that you apparently can't Chromecast with the EE BT Sport package like you can with the BT Internet version.
On BT Mobile, max speed, still not as fast as this, is an extra £4.
The roaming including the US and Canada is great.
Apple Music saves you £60 on six months of Spotify, etc.
TCB is offering £35 which effectively reduces the cost to about £14 but will it pay out with the code? The amount of cashback from Quidco is unclear but they will match TCB at least. It is certainly worth a go.
If you want 20GB at lower speed (still the same speed as faster BT Mobile with the £4 surcharge) without the roaming in US/Canada and with just three months BT Sport, use this code with the 20GB package on the same page for £20.99. TCB is offering £50 cashback but again, there is doubt about whether it will pay out.
Cashback or not, these are very good deals.
For me the 12GB edged it.