Miranda Dobson

Everything Everywhere 4G launch offers boost to business

The newly merged mobile network provider Everything Everywhere (EE) launched its 4G services across 700 stores in 11 UK cities on Tuesday.

Nearly three quarters of businesses in the country will start using the superfast broadband, which is ten times faster than standard services, within the next year.

T-Mobile and Orange combined earlier this year, and Ofcom permitted the merged firms to use existing bandwidth to launch 4G services, much to the disappointment of Vodafone and O2.

EE will provide improved fibre broadband to 11m homes in the UK, while the firm hopes the service will give a boost to the UK economy by enabling businesses to innovate, increase productivity and cut costs.

The UK will follow examples made by countries such as Japan, the U.S, Sweden and Germany, who have seen improvements in their economies, according to EE, since adopting 4G broadband.

Olaf Swantee, Chief Executive of EE commented: “Today is a landmark day for our company, the UK mobile industry and, most importantly, the country’s businesses and consumers.

“We’re investing £1.5 billion in our network to be the first company to offer mobile 4G in the UK, alongside the biggest 3G network.

“Combined with our Fibre Broadband and revolutionary service model we have a pioneering and unique offer to customers across the UK – superfast speeds in the home, superfast speeds on the move and expert service on nearly every high street in Britain.”

4G will go live in Edinburgh, Glasgow, Leeds, Manchester, Sheffield, Liverpool, Birmingham, Cardiff, London, Bristol and Southampton, and will offer access to instant mobile broadband, rapid downloads, live instant TV and high quality calls.

Customers will also be able to download high definition films within minutes, and play live multiplayer games on the go.

Businesses are expected to benefit from a 58% productivity boost according to EE research, while the business community in Newcastle is showing the biggest demand for the service as 85% plan to foster it.

London firms come second (78%) in those with plans to take on 4G, while CEOs and sales staff are expected to be the biggest users of the improved service.

Well-being and motivation are also predicted to increase by 38%, after a study of trends in America following 4G usage.

Temporary businesses bases such as pop-up shops and construction site offices will also find major benefits from the service launched this week.

Services will be available in five more cities before Christmas if EE expansion plans to increase area by 2,000 square feet each month follow through.

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