O2 and Vodafone begin 4G roll-out

O2 and Vodafone have begun to roll-out 4G data networks, set to rival operator EE, which up until now, has been the only operator to offer the super fast service.

The service will first roll-out across London, followed by 12 more cities across the UK in due course.

Vodafone has already said that it aims to cover 98% of the UK population by 2015, while EE earlier this week announced that 4GEE now covers more than 100 towns and cities across the country.

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.”

Simpson says that the issue isn’t whether super fast mobile internet will have a huge impact on business, but rather is a question of 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.”