Everything Everywhere has launched a new network brand that will represent its 4G LTE coverage.
The EE network – which is a little confusing as it’s what we abbreviated Everything Everywhere to previously, anyway – will carry 4G coverage over the network’s 1800MHz spectrum, which Ofcom has given the green light for the operator to use.
The EE network has been switched on today, and it will stand alongside the Orange and T-Mobile brands, which will continue to offer a 3G service as they have before today.
EE will be the first to offer UK consumers and businesses 4G, much to the chagrin of rival operators, who probably won’t have their 4G LTE services up and running until a year from now.
EE’s 4G service, on the other hand, will be available in the “coming weeks.” Four cities – London, Bristol, Cardiff and Birmingham – are being switched on today, with engineers beginning live testing ahead of the service being launched to customers.
The launch schedule for the rest of this year will see 16 cities across the UK connected to 4G before Christmas arrives – namely London, Edinburgh, Cardiff, Belfast, Birmingham, Bristol, Derby, Glasgow, Hull, Leeds, Liverpool, Manchester, Newcastle, Nottingham, Sheffield and Southampton.
EE reckons that this will represent a third of the UK’s population hooked up to 4G by the time 2013 rolls around. Expansion throughout 2013 should bring 70 per cent coverage to the UK, EE says, and by the time 2014 comes to a close, 98 per cent will have access to 4G.
Olaf Swantee, CEO of EE, commented: “Today we launch a new company, a new network and a new brand for Britain.”
“Our plans to revolutionise the UK communications market with a faster network and an exciting new brand for the digital age are built on solid investment and a simple belief that customers deserve better.
“We look forward to connecting the country with superfast mobile speeds in the coming weeks, months and years.”
EE also detailed the phones it will be selling that will be compatible with its 4G service, including the Nokia Lumia 920 and 820, Samsung Galaxy SIII LTE, The HTC One XL, and Huawei Ascend P1 LTE.
Apparently CEO Swantee also hinted that soon, there would be another addition to its coverage – the iPhone 5, due to be launched tomorrow.
Rival networks will not be pleased, and EE looks set to try and leverage this super-fast mobile advantage to the max.