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Tuesday, September 11, 2012

Everything Everywhere becomes 'EE' as it launches 4G in the UK

Everything Everywhere, which was given the go-ahead to use its existing 1800MHz spectrum for next-generation mobile services last month, has revealed its 4G plans for the UK. It’s also said it’ll be branding the new service - and the parent company - simply as ‘EE’.

EE logo (September 2012)

Its EE 4G LTE network is being switched on for testing from today and is expected to be available to customers in 16 cities by Christmas 2012, covering a third of the population. 4G services will then continue to be rolled out, reaching 70% of the UK population next year and 98% of the UK population in 2014.

The first cities to receive 4G mobile broadband from EE will be London, Edinburgh, Cardiff, Belfast, Birmingham, Bristol, Derby, Glasgow, Hull, Leeds, Liverpool, Manchester, Newcastle, Nottingham, Sheffield and Southampton.

The new EE brand will run alongside Orange and T-Mobile, which will remain for the company’s existing 2G and 3G services, although retail shops will be rebranded as EE. Mobile phones from both networks will also start to show ‘EE’ as the chosen network rather than ‘Orange’ or ‘T-Mobile’.

Olaf Swantee, CEO of EE, said “Today we launch a new company, a new network and a new brand for Britain. 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. We look forward to connecting the country with superfast mobile speeds in the coming weeks, months and years. And it starts today, with the announcement of our new business, our new brand and a new digital infrastructure that our company, our customers and the country can be proud of.”

4G tariffs from EE will be announced in the next few weeks, with devices including the Samsung Galaxy SIII LTE, the Nokia Lumia 920, the Nokia Lumia 820, the HTC One XL, the Huawei Ascend P1 LTE, the Huawei E589 Mobile WiFi unit and the Huawei E392 Mobile Broadband dongle.

The company is also launching a fibre broadband service to homes and businesses.

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Opinion Articles

Ee-ee-ee, says Everything Everywhere

Mark Bridge writes:

Mobile networks have changed, haven’t they?

Once they were all about delivering service. Coverage. Quality. Price. Now it’s much more about branding.

Everything Everywhere has announced it’s to become EE, an obvious abbreviation that’s been used in mobile industry briefings pretty much since the company was created two years ago. It joins the likes of Kentucky Fried Chicken, Hennes & Mauritz, British Home Stores, Independent Television and Marks & Spencer, although all of these took decades to transition into businesses that were just described by their initials.

Author: The Fonecast
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Article rating: 4.0

Last week at The Fonecast: 10th September 2012

No Amazon smartphone, no Nokia tablet

Mark Bridge writes:

It’s a smartphone autumn, as prophesied a few weeks ago by the Carphone Warehouse and many others. The frenzy of big-name announcements led by Samsung at Berlin’s IFA has given way to stand-alone media presentations from Nokia, Motorola and Amazon.

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With instant-pay apps, wallets can stay home

Ted Landphair of voanews.com writes:

A lot of people gave up carrying much cash a long time ago, since they knew ‘plastic’ - a credit or debit card, or a store or public transit ‘smart card’ - would be accepted just about everywhere.

But to hear tech companies tell it, plastic cards will be museum pieces as well before long.

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Last week at The Fonecast: 27th August 2012

4G gets a boost in the UK, Samsung gets a slap in the USA

Mark Bridge writes:

It was a week of dramatic contrasts in the mobile phone industry. We started with Everything Everywhere’s news that 4G service was coming to the UK this year – possibly with a new brand that’ll work alongside Orange and T-Mobile. Meanwhile Three UK seems to have its own plans that involve acquiring some excess 4G spectrum from Everything Everywhere. There was much muttering from Vodafone and O2, although whether this’ll manifest itself as legal action remains to be seen.

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The Hare and the Tortoise: the race for 4G/LTE in the UK

Robin Kent writes:

With this week’s announcement that Everything Everywhere has been given the green light to launch the UK’s first 4G service, competing operators such as Vodafone and O2 are getting hot under the collar. With every day that goes by, these operators lose vital competitiveness as the market creeps away them towards Orange and T-Mobile. This is a real life ‘hare and tortoise’ scenario.

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Article rating: 4.8
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