Everything Everywhere Get 4G - Mobile Market Impact

Everything Everywhere Group, who own the T-Mobile and Orange networks, have got the go ahead from Ofcom to operate 4G (fourth generation) mobile services on their existing bandwidth today. This was in the pipeline for early next year but Everything Everywhere have been allowed to operate earlier than expected.

Vodafone and O2 have expressed their views on Ofcoms decision today, voicing their disappointment, as it will clearly hold back their businesses with a major rival having a head start in the 4G marketplace. The other providers will be able to bid for 4G broadband by early 2013 as originally planned. Ofcom defended its decision by stating that this will benefit consumers and to hold back an operator that is ready to offer this service would be detrimental to the consumer. They had previously said that they wanted to see at least four credible network operators bidding in 2013 to promote competition in the marketplace.

Ruck Retail Solutions recently audited the entire Orange estate - providing valuable information for the design and installation of point of sale and promotional materials, and no doubt there will be heavy promotion of the super fast 4G broadband service now it has the early go ahead. See the case study here.