Telecommunications firm Everything Everywhere is rebranding itself as EE today as it announces the launch of its 4G devices with Samsung, Nokia, HTC and Huawei.
Set to launch in 16 cities by Christmas, the EE 4G network enables access to superfast internet at home, work and on the move.
A statement from EE said: “The new EE brand will stand alongside Orange and T-Mobile. It will offer a range of state-of-the-art devices alongside its superfast 4G mobile network.”
It is expected that the new network will offer speeds up to five times faster than 3G and EE will also launch its superfast fibre optic broadband offering at the same time.
Offering a number of handset which use the service, EE has an exclusive deal to sell Nokia’s Lumia 920, which hit headlines last week due to an advertisement error which saw the firm feature footage in an advert which appeared to have been filmed by the new device but was actually filmed using an SLR camera.
EE has launched 4G first and competitors have claimed that this gives the firm an unfair advantage in the market, although the retailer will be hoping that the headstart will improve its standing within a growing market.
Last October, Everything Everywhere’s CEO Olaf Swantee mocked the brand’s name, claiming: “Everything Everywhere is not a brand, it’s a silly name with a stopping effect.”