IKEA just released cheap alternative to smart lighting. I have been using couple of bulbs for 2 weeks and very happy with them. They pair directly to Smartthings hub if you have one. Unfortunately, I read somewhere that these don't work with Hue bridge. They don't have any colour bulbs at the moment.
The colour temperatures for the bulbs change between 2200 and 4000 unlike the Philips hue which is 2700 to 6500. These bulbs are much brighter than the hue bulbs. The E27 versions are almost 200 lumen brighter than hue bulbs.
Bulbs start as cheap as £9. They also have cheap GU10's for £12.
The hub is also half the price of hue at £25 if you need to buy one.