EE is planning to offer customers in London up to 300Mbps data speeds over its 4G networks.
EE chief marketing officer Pippa Dunn said the company plans to begin trialling the technology by the end of the year.
"Our success so far is proof Britain is hungry for 4G. It's meant 4G has moved more rapidly than any other technology to become mainstream. This is a market we're the leader in but to continue that we have to innovate," she said. "So to continue this we're going to be testing 300Mbps in London."
As well as the new speed trial, Dunn also hinted at plans to create new solutions to connect people and businesses currently outside of 4G's coverage area. "We're not going to stop in cities and towns so we're going to develop a superfast system for businesses and homes not covered by our existing structure," she said.
Details about how this new system will work remain vague and a spokesman at the EE event where the firm unveiled its 300Mbps plans told V3 to "wait and see".
Also at the event, EE director of propositions Simeon Bird unveiled a new entry-level plan and a set of pay-as-you-go contracts.
"A year ago we launched 4G with a range of plans and since then we've seen some significant developments. By the end of this year we'll have 117 towns and cities connected to 4G. The 4G market has changed. So today we will also introduce an £18.99 entry price point pay-monthly contract on 4G," Bird said.
"As we well as this, the big announcement, the really significant one, is that we are announcing the world's first pay-as-you-go 4G plan. People interested in controlling their monthly spend are also interested in 4G, so we're offering a number of call, text and data options for pay as you go customers."
The £18.99 contract will last 24 months and will offer customers download speeds up to 30Mbps. Bird also unveiled a new 4GEE Extra price plan for "power users". The 4GEE Extra 24-month price plans will offer customers unlimited UK calls and texts. Extra pricing will start from £26.99 per month.
EE's announcements follow a wider expansion by 4G competitor Vodafone. Vodafone recently announced its 4G network now covers the entire Greater London area and that 100,000 people have already joined the network since launch. Despite Vodafone's success, EE remains the UK market leader and currently boasts a million-plus customer base.
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