British telecoms firm Everything Everywhere unveiled on Tuesday a drive to launch the nation's first superfast 4G mobile Internet service in time for the crucial Christmas trading period.
Everything Everywhere -- formed by the merger of the Orange and T-Mobile in Britain -- added in a statement that it would rebrand itself as EE and begin its 4G roll-out before the end of the year.
"The company plans to introduce 4G across 16 UK cities by the end of 2012, with 98-percent population coverage planned by the end of 2014," it said.
The 4G launch is part of its previously-announced three-year network investment programme totalling £1.5 billion ($2.4 billion, 1.8 billion euros).
"EE will become the new name of the Everything Everywhere business and its integrated network infrastructure," added the statement.
"The company also plans, in the coming weeks, to launch EE as a superfast customer brand offering 4G mobile services and fixed fibre broadband, and it will open revamped EE-branded stores."
"The new EE customer brand will stand alongside the Orange and T-Mobile brands, both of which the company will continue to operate for new and existing customers."
Orange, owned by France Telecom, and Deutsche Telekom's T-Mobile, merged their British operations two years ago.
Tuesday's announcement comes a month after British communications watchdog Ofcom approved the 4G plans by telecoms providers Orange and T-Mobile.
Everything Everywhere was controversially been given a six-months headstart over rivals by regulator Ofcom, triggering protests from Vodafone, 3 and O2.
Britain lags behind the global rollout of 4G, with about 45 countries -- including the United States, Germany, and parts of Asia -- already offering the superfast service to businesses and consumers.
And while leading mobile phones already offer 4G download speeds, not all are able to work on the frequency being offered by Everything Everywhere -- a brand created in 2010.