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.
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’.
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.