Telecommunications firm EE, previously operating as Everything Everywhere, has announced that it‘s new 4G service will launch at the end of the month.
Rival networks O2, Vodafone and Three are expected to launch the service next year following a move by newly-appointed Culture Secretary Maria Miller which saw the MP move forward an auction for airspace required to use the service, though Orange and T-Mobile owner EE will be the first to offer a superfast connection.
EE CEO Olaf Swantee confirmed that the company, which previously operated as Everything Everywhere and rebranded itself last month, will offer its 4G service from October 30th 2012 and it is hoped that the pre-Christmas offering will increase m-commerce sales during the crucial period, buoying the retail industry at a critical time.
Swantee said of the move: “We are delighted to announce that the official launch of our new customer brand, EE, offering the UK‘s first superfast mobile 4G and fibre broadband service, will take place on the 30th October 2012.
“This is a significant milestone for the United Kingdom, and for the people and businesses of our country who will now be able to enjoy the huge advantages of superfast 4G technology for the first time.
“We are very proud to be pioneering, innovating and leading our industry in launching 4G for our nation through our new EE brand.”