Everything Everywhere has unveiled a new brand for the UK's first 4G mobile service.
The new EE brand will stand alongside Orange and T-Mobile and provide a 4G mobile service as well as fixed-line fibre broadband.
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."
EE will launch with 4G services for consumers and businesses in the coming weeks.
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 4G launch.
EE's 4G network will cover a third of the UK population in 2012. Further towns, cities and rural areas, will follow with 2013 population coverage to reach 70%, with 98% covered by 2014.
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