UK MOBILE NETWORK Everything Everywhere announced today that it will rebrand as EE and will start rolling out 4G LTE from today.
Launched at an event in London today, EE, which will sit alongside the network's existing Orange and T-Mobile brands, is the company's new 4G and fibre brand and will offer "the quickest speeds" in the UK that "no UK operator can match".
EE CEO Olaf Swantee said, "EE becomes our name from today. EE will also become our new 4G and fibre customer brand, offering the quickest speeds."
EE's 4G will bring 4G LTE to four UK cities from today, including London and Cardiff, and will roll out an additional 12 cities in time for Christmas. EE claims that it will have 70 percent of the UK connected to 4G by 2013 and 98 percent by 2014 - the fastest 4G roll-out in the world.
EE also announced that it will be pumping £1.5bn into upgrading its infrastructure, in a bid to woo rival's customers to its superfast 4G network.
Swantee said, "This digital backbone will come as important to the country as the roads, railways and airports. It will unlock new digital trade routes and education opportunities, as well as providing faster communications for leisure and business."
When quizzed as to what will happen to the network's Orange and T-Mobile brands, Swantee boasted that customers will still be able to subscribe to the affordable networks, while those after fast 4G speeds can upgrade simply to the EE network, saying, "4G will enable Britain to become a more modern, truly connected country."
EE added that it will be offering 4G LTE devices from HTC, Huawei, Nokia and Samsung, and teasingly giggled that it will also be announcing "more products soon", most likely referring to the Iphone 5. µ