Potential short-term impact: [rating=2]
Recommended link: Guardian introduction to 4G launch
Compared to some developed countries, the UK has limited high-speed mobile connectivity. This has now changed. Well at least in 4 UK cities, that's London, Bristol, Cardiff and Birmingham who now have access.
Brand “EE”, which is now the the UK’s largest mobile network as owner of the Orange and T-Mobile brands, has made the country’s first 4G service live and is promising to roll it out to 16 cities before Christmas. The initial coverage will be for around 20 million people. The Guardian reports that, as part of the launch, 700 shops which are currently branded Orange, T-Mobile and Everything Everywhere, will be renovated and have the EE brand added to their shopfront alongside the other logos.
The service is reputed to be around five times faster than current 3G networks. So the implication for site owners is that is likely to increase adoption of mCommerce services and rich media streaming such as video, live TV and TV catchup.
You should also watch out for handsets which can use the new service. The company has announced 6 initial devices that will use the service including the Samsung Galaxy SIII, already a popular device and the less popular Nokia Lumia 920/820 and Huawei models. So it’s important to realise that this doesn’t impact iPhone and iPaid access which are the top two mobile devices for accessing the web.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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