4G from EE

October 31, 2012
By

ee-launch-logoLaunched yesterday with the strapline “A new company, a new network, a new brand”, 4G network EE will offer a combination of a 4G and 3G mobile service complemented by fixed-line fibre broadband.

The new EE brand is an amalgam of Orange and T-Mobile and will initially be just for new 4G customers, with the 4G service gradually rolled out to the 27 million current Orange abd T-Mobile business and consumer customers over an unspecified timescale.

Speaking at the launch Olaf Swantee, CEO of EE said: “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.”

The EE brand is the first brand in the country to offer a mobile 4G service with mobile internet speeds of around five times faster than current 3G speeds.

EE claims the new 4G mobile service will allow users to:

  • Access the web on the go without waiting
  • Download high-definition movies in minutes
  • Watch live TV on the move without buffering
  • Play live multiplayer games on the go
  • Download large email attachments quicker than ever
  • Make high quality video calls on the move

 

The initial service will be available in four cities, London, Bristol, Cardiff and Birmingham and will be extended to cover further cities in 2012 and then extended to more cities, towns and rural areas, with 2013 population coverage to reach 70%, with 98% covered by 2014.

On launch EE will launch with the following 4G mobile phones; Samsung Galaxy SIII LTE, Nokia Lumia 920, Nokia Lumia 820, The HTC One XL and the Huawei Ascend P1 LTE. Additionally the service will also be available on Huawei E589 Mobile WiFi, and theHuawei E392 Mobile Broadband stick.

Customers can sign up for the new service via the EE stores – formerly Orange and T-Mobile shops – and over the phone, a web service will be available soon after launch.

EE has trained more than 10,000 of their staff to be able to cope with users 4G demands and a nationwide TV campaign featuring Hollywood star Kevin Bacon will be launched to educate users to the benefits of 4G.

Not everyone thinks that the launch of 4G is such a great thing Ernest Doku, telecoms expert at uSwitch.com, says: “The 4G rollout is a game changer for the mobile market. But the launch of the service on a single network, EE, has already stirred up problems for mobile users when it comes to choosing whether or not to make the leap to super-fast mobile internet or stay put with their current providers.

“As expected, rival networks have waged war on EE in a heated bid to hang onto existing customers, promising discounted mid-contract upgrades to 4G phones in the future, as an alternative to switching to EE right now.

“The first spanner in the works for mobile fans was Vodafone’s ad campaign’s claim: “not all 4G networks are the same,” citing that their eventual roll-out will provide better indoor coverage than that of EE. The second is the realisation that handsets touted as ’4G-ready’ could well cause confusion, with different networks using different spectrums to provide the service.

“Our research shows that as many as 45% of Brits think they don’t need 4G and 29% don’t even know what it is. If the mobile giants want to win customers, they need to make things as jargon-free and transparent to the average consumer as possible – or risk causing even more confusion.”

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