Everything Everywhere attempts to speed up 4G rollout

Britons 'deserve to have the best infrastructure', says Everything Everywhere CEO

Mobile operator Everything Everywhere has launched a campaign to promote the use of 4G, in a bid to speed up the rollout of the technology in the UK.

The campaign, dubbed 4G Britain, includes research commissioned by Everything Everywhere that found that Britain "will see significant economic and social benefits from the introduction of 4G LTE mobile broadband".

"The UK has the highest levels of smartphone penetration and mobile commerce in Europe, and Britons deserve to have the best infrastructure in place to support this growth," said Olaf Swantee, CEO of Everything Everywhere.

On its campaign website, the mobile operator has encouraged UK businesses to join their campaign and suggested that the UK is lagging behind 30 countries that already have 4G services available.

Formed by the merger of Orange and T-Mobile, Everything Everywhere has looked to reuse its existing 1800MHz spectrum to deliver 4G services, something that its rivals have said would give the operator an unfair advantage, as it would allow them to launch 4G before any other mobile operator.

Last month, communications regulator Ofcom bowed to pressure from rival networks and extended a consultation period until 8 May 2012.