EE reaches one million 4G customers
EE has today announced that more than one million customers have now signed up to the superfast 4G mobile network, less than a year after the company’s launch.
4G adoption rates in Britain are now among the fastest in the world and the news places EE four months ahead of targets.
EE launched the UK’s first 4G service in October 2012 and since then more than 100 towns and cities are covered by the network.
The news comes shortly after two rivals entered the 4G market. O2 and Vodafone began to roll-out 4G data networks last month, starting in London with 12 more cities due across the UK in the coming months.
Vodafone has already said that it aims to cover 98% of the UK population by 2015.
Recent research from EE also sheds light on how the roll-out is changing consumer habits, with nearly 50% of customers saying that they browse the web more on 4G than 3G, and over one in three claiming that they download apps, use GPS services and access social media more.
Lea Simpson, strategy director for digital agency TH_NK4G has said that super fast internet on the move could be “transformative” for media consumption patterns.
“While Ofcom research showed that there was little consumer appetite for 4G, I’m not sure it signals a lack of significant impact. I suspect in this instance it’s like Henry Ford said, if you’d asked people what they wanted, they’d have asked for a faster horse. Nobody had an appetite for Facebook or iPhones before they existed either.”
However, Simpson questions whether super fast mobile internet will actually be delivered.
“Claiming 4G and actually delivering claimed speed and quality service are very different things.
“The speeds typically aren’t as fast as they claim to be. Coverage is patchy. And bundles are extortionately expensive. Until operators get that right, I’m not convinced the true potential of 4G will be untapped.”
Commenting on costs, Olaf Swantee, CEO, EE, said: “EE has the most attractive 4G pricing in the world – and we’re also gearing up to launch a new range of innovative plans, providing even more ways for people to get the fastest speeds and the best value plans.”