Everything Everywhere has launched its super-speed 4G mobile network today, with cities including London and Cardiff among the four areas already switched on.
Launched at an event in London today, the 4G service was accompanied by a name change to EE, which will sit alongside the network's existing Orange and T-Mobile brands.
"EE becomes our name from today. EE will also become our new 4G and fibre customer brand, offering the quickest speeds," EE chief executive Olaf Swantee said.
EE's service will bring 4G LTE to four UK cities from today: London, Cardiff, Bristol and Birmingham. It will roll out to an additional 12 cities in time for Christmas. EE claims that it will have 70 per cent of the UK connected to 4G by 2013 and 98 percent by 2014 - the fastest 4G rollout in the world.
EE also announced that it will be pumping £1.5bn into upgrading its infrastructure, in a bid to woo rival's customers to its superfast 4G network.
"This digital backbone will become as important to the country as the roads, railways and airports," Swantee said. "It will unlock new digital trade routes and education opportunities, as well as providing faster communications for leisure and business."
When quizzed as to what will happen to the network's Orange and T-Mobile brands, Swantee boasted that customers will still be able to subscribe to the affordable networks, while those after fast 4G speeds can upgrade simply to the EE network.
"4G will enable Britain to become a more modern, truly connected country," he said.
EE said it will be offering 4G LTE devices from HTC, Huawei, Nokia and Samsung, adding that it will also be announcing "more products soon", most likely referring to the iPhone 5.
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