Market Overview

Superfast 4G Mobile & Broadband Services Launched by EE

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LONDON, UNITED KINGDOM--(Marketwire - Oct. 31, 2012) - On average, 4G mobile coverage will be made available to around two million people in Britain every single month between now and the end of 2014, making this the fastest rollout of any UK network in history.

EE's Fibre Broadband, typically ten times faster (1) in homes and offices, is available to 11 million premises from today as well. Ideal for households or small businesses with multiple devices, EE Fibre Broadband offers maximum download speeds of up to 76Mbps - allowing customers to stream HDTV, play online games, watch films on demand or quickly upload or download large files.

EE, T-Mobile and Orange customers will benefit from a new level of customer service, with 10,000 EE experts trained to serve and sell to customers in a new way, designed around specific handset types. These experts can be contacted over the phone, online, or in one of the 700 newly branded EE stores on the high street and in shopping centres.

4G EE plans come with unlimited minutes and texts as well as revolutionary and exciting new services, including EE Film, Clone Phone (2) and inclusive nationwide BT Wi-Fi.

4G and the benefits to business

The world's first global study into 4G business benefits has been released today to mark EE's UK launch.

The study reveals that:



-- 74% of UK businesses intend to adopt 4G within 12 months
-- Newcastle's business community is showing the strongest demand for 4G,
with eight out of 10 Newcastle-based firms (85%) intending to roll out
the superfast mobile service within 12 months
-- 78% in London plan to do the same
-- CEOs and sales staff will be first in the business to use the new
technology. The study noted a similar trend occurring in America.



British businesses expect 4G to help increase productivity (58%) and boost employee well-being and motivation (38%). The technology will also help firms compete through innovation - 50% want 4G so they can set up an internet connection quickly without having to wait for a fixed line to be installed. This is a boon for retailers wanting to set up a pop-up shop, or builders looking to set up a temporary office onsite.

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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.

Footnotes



1. Arthur D. Little's report, The Business Benefits of 4G LTE, features
quantitative and qualitative research, which took place during September
2012
2. Online survey of 256 US-based senior business decision makers whose
firms use 4G LTE
3. 32 in-depth interviews with CIOs in the USA, Sweden, Japan and Germany
4. In addition to the report, EE conducted an online survey of 1,019 UK
senior business decision makers



About Arthur D. Little

Founded in 1886 as the world's first consulting firm, Arthur D. Little has continually transformed business thinking and practice by applying its expertise in the areas of strategy, technology and innovation. Today, Arthur D. Little helps companies to create growth, overcome strategic challenges, improve innovation capabilities, and increase efficiency and competitiveness in a globalised marketplace. Arthur D. Little has a global footprint in 20 countries with a network of over 1,000 people.

(1) Based on 58.5Mbps average speed for EE Fibre compared to the average speed of 5.9Mbps on ADSL Broadband (source: Aug Ofcom survey).

(2) Available from early November.

FOR FURTHER INFORMATION PLEASE CONTACT:
EE
Press Team
0845 373 7070
ee@nelsonbostock.com

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