Everything Everywhere today revealed that is is rebranding as EE, which becomes the new name of the business and its network.
It will also be launched as a new superfast customer brand in the coming weeks. It will offer the UK’s first 4G service, as well as a fixed-line fibre broadband service,
The new brand will stand alongside Orange and T-Mobile under one umbrella. The firm says that altogether they will provide mobile services to 27 million people.
Olaf Swantee, CEO of EE said: “Today we launch a new company, a new network and a new brand for Britain.
“Our plans to revolutionise the UK communications market with a faster network and an exciting new brand for the digital age are built on solid investment and a simple belief that customers deserve better.
“We look forward to connecting the country with superfast mobile speeds in the coming weeks, months and years. And it starts today, with the announcement of our new business, our new brand and a new digital infrastructure that our company, our customers and the country can be proud of.”
You can expect to see the EE customer brand launch in the coming weeks, with 4G services for both consumers and businesses. 4G speeds are typically five times faster than 3G speeds today.
The fibre broadband service it is planning to offer will have fixed-line internet speeds up to ten times faster than today’s average broadband speeds.
Four cities – London, Bristol, Cardiff and Birmingham – have been switched on today for the company’s engineers to begin live testing and systems integration, in readiness for the customer launch.
EE’s 2012 launch schedule will see 16 areas of the country connected to 4G by Christmas, with 2013 population coverage to reach 70 per cent, aiming for 98 per cent to be covered by 2014.
EE will offer a range of state-of-the-art devices alongside its superfast 4G mobile network with more to be announced shortly. Today, EE confirmed it is to launch the following 4G devices:
Samsung Galaxy SIII LTE – with a 4.8 inch HD Super AMOLED display, you can watch videos on your mobile like never before. Innovative Smart Stay automatically recognises when you are looking at the phone, maintaining a bright display for continued viewing pleasure.
Nokia Lumia 920 – flagship Nokia Windows Phone 8 smartphone. Take bright, blur-free photos and videos in any light conditions with PureView technology – Optical Image Stabilisation and Carl Zeiss lens and view on a 4.5” PureMotion HD+ capacitive display.
Nokia Lumia 820 – colourful, stylish, innovative design, with a 4.3 OLED WVGA screen. Capture great photos and movies with an 8MP Auto Focus camera, with Carl Zeiss optics and dual LED flash. Charge wirelessly without plugging in using a Wireless Charging Shell.
The HTC One XL – high quality entertainment and precision navigation combine in this handset, thanks to a large 4.7” HD touchscreen display. Full HD video, and front and rear facing camera let you capture crisp, vivid photos and movies in high
quality wherever you are.
Huawei Ascend P1 LTE – a powerhouse dual-core processor is packed in to this handset’s slim design. Take stunningly clear images or HD videos on an 8MP autofocus camera with LED flash and playback on the 4.3” high-res touchscreen.
Huawei E589 Mobile WiFi – hook up to five devices to the EE 4G network, making your existing phone, laptop or digital screen superfast even if they’re not 4G. Long battery life of up to 10 hours, enjoy 4G wireless broadband anytime, anywhere.
Huawei E392 Mobile Broadband stick – download and upload documents and files in super quick time on the go with this device. Make your laptop mobile and superfast, by hooking it up to the EE network. You’ll stay compatible with 3G too and seamlessly switch to the optimal connection.
EE’s superfast fibre broadband service will launch at the same time to complement the company’s superfast 4G mobile service. It will be available to 11 million households and businesses by the end of the year reaching two thirds of UK households and usinesses by the end of 2014.
What about Orange and T-Mobile?
New EE stores – formerly Orange and T-Mobile shops – will serve customers of all three brands, giving them access to service and sales in twice as many locations as before.
With the Orange and T-Mobile networks now combined, from today customers will begin switching over to the new EE network, the largest in the UK. By the end of the year, all 27 million customers will be using the EE network.
It means that Orange and T-Mobile customers can now get faster 3G service, with speeds of up to 21Mbps.
EE will also launch superfast 4G mobile and fixed-line fibre broadband services in the coming weeks. It will also offer standard broadband via ADSL in non-fibre areas.
Orange and T-Mobile customers will continue to benefit from the best 3G and 2G mobile network.
It means that from today – and over the coming months – customers using Orange and T-Mobile will begin to see their phone signal indicator change to EE, whether they are on 3G or 2G, showing that they are on the UK’s biggest and best network. This is at no extra cost and there are no changes to their existing price plans.
Orange and T-Mobile plans will continue to be offered to new and existing customers, and Orange and T-Mobile customers will also be among the first to have the opportunity to access 4G through a move to the new EE customer brand.
Want to receive up-to-the-minute tech news straight to your inbox? Then click here to sign up for the completely free PCR Daily Digest and Newsflash email services. You can also follow PCR on Twitter and Facebook.