The EE customer brand is set to launch in the coming weeks, with the network switched on for testing today in London, Bristol, Cardiff and Birmingham.
EE will replace the Everything Everywhere name for the business and network, and the EE brand will stand alongside the Orange and T-Mobile brands that comprise the digital company.
More than 700 EE-branded stores are also set to open by the end of the year.
The original Everything Everywhere brand identity was created by Figtree, with input from Orange ad agency Fallon and T-Mobile ad agency Saatchi & Saatchi.
The EE network will use a 4G service, which will launch in 16 cities by Christmas this year. According to EE, nationwide 4G roll-out is to ‘accelerate through 2013 with 98 per cent of UK population covered in 2014.’
According to EE, it will be the first brand to offer a mobile 4G service – superfast mobile internet on average five times faster than today’s 3G speed. The brand will also launch a fibre-optic broadband service to homes and businesses with fixed- line internet speeds which it says will be typically ten times faster than today’s average broadband speeds.
Olaf Swantee, EE chief executive, says, ‘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.’