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EE launched 4G in the UK
At the end of October 2012, EE launched its 4G services in the UK, kicking off the technology’s implementation in the UK, the fourth largest mobile broadband industry in the world. Since then, the company has expanded its coverage to over 50 cities nationwide. This blog will evaluate the case for 4G services in the UK, how effective EE’s rollout of the service has been, and future challenges posed by the company’s rivals.
There are two main variations of current technology that can be classed as 4G: Long Term Evolution (LTE) and Worldwide Interoperability for Microwave Access (WiMAX), the latter having been superseded by the former in key telecoms markets, such as the US.
As part of its 4G strategy, the company rebranded itself as EE and offers 4G services to consumers solely through this brand, as opposed to existing T-Mobile and Orange brands. Additionally, the company’s marketing campaign has focused on this rebranding activity. However, the company has priced 4G at a premium, and uptake has not been overly dramatic amongst consumers.
The recent results of Ofcom’s long delayed 4G spectrum auction has meant that competitors will be looking to release their own 4G LTE services by the end of 2013, but EE has leveraged its head start well in order to establish its brand and network to protect its future revenues.
Pricing remains an issue, with pressure being exerted by rival Three’s proposed 4G pricing structure, but EE has attempted to offset this by offering more competitive 4GEE packages and upping data limits.
Find this interesting. For more, check out MarketLine business case study EE: 4G in the UK. You may also check out our Buy Reports section for thousands of other company, industry & country analysis reports.