Market Overview

EE Launches Superfast 4G and Fibre for UK Consumers and Businesses Today


LONDON, UNITED KINGDOM--(Marketwire - Oct. 30, 2012) - Superfast services are available for consumers and businesses for the first time ever today as EE, the UK's most advanced digital communications company, launches its new 4G service in 11 cities.

The launch is set to offer a timely boost to the UK economy offering firms the opportunity to increase innovation, boost productivity and cut costs, as has been the experience of companies in countries such as the US, Sweden, Japan and Germany since the technology was first introduced (1).

Today also marks the arrival of over 700 EE stores on high streets across the country in one of the biggest and fastest transformations in UK retail history.

Olaf Swantee, CEO at EE, said: "Today is a landmark day for our company, the UK mobile industry and, most importantly, the country's businesses and consumers.

"But this is just the start as our 4G network will continue to grow stronger and wider by the day. We're investing GBP 1.5 billion in our network to be the first company to offer mobile 4G in the UK, alongside the biggest 3G network. Combined with our Fibre Broadband and revolutionary service model we have a pioneering and unique offer to customers across the UK - superfast speeds in the home, superfast speeds on the move and expert service on nearly every high street in Britain."

The delivery of 4G and the company's retail transformation has been underpinned by an intensive employee training programme as well as a comprehensive national IT infrastructure upgrade to ensure that EE customers receive expert service.

In its first phase, the 4G service is going live in Bristol, Birmingham, Cardiff, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Sheffield and Southampton. This will allow users to:

-- Access the web on the go in an instant

-- Download large email attachments quicker than ever

-- Watch live TV on the move without buffering

-- Download high-definition movies in minutes

-- Play live multiplayer games on the go

-- Make high quality video calls on the move

And today's launch is just the start as 4G coverage from EE will expand by 2,000 square miles every month, both into new cities as well as providing denser coverage in existing areas. This means the service will be available in a further five cities before Christmas, with more cities and rural locations planned for 2013, and 98% of the population due to be covered by the end of 2014.

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About EE

EE is the UK's most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and from 30th October 2012 will become the first company in the UK to provide 4G mobile services alongside fixed-line Fibre.

EE is the company that runs the Orange and T-Mobile brands in the UK, and will be launching its new superfast 4G brand - EE on 30th October.

Its 4G service will cover a third of the population by the end of 2012 and its Fibre service will cover 50% of the population by the end of the year.

EE's mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G.

Notes to editors

The 4G LTE business benefits study is made up of a report from Arthur D. Little and quantitative research from EE. The study, based on 32 in-depth interviews with 4G LTE-enabled businesses worldwide and responses from over 1,200 business decision makers, marks today's commercial launch of 4G. It gives British firms insights on how 4G can benefit their business. See footnotes for details.


(1) The Business Benefits of 4G LTE report, from AD Little, details these benefits. For example, in the USA 76% of respondents agree 4G helps their firms innovate and jump ahead of the competition; 86% get more work done on the move with 4G; and 47% said 4G has saved their company money.

EE press team
0845 373 7070

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