Apart from O2 marketing executives having gone on a how to make your marketing more viral by being wacky course, they have not forgotten that the network needs to get faster. O2 won 4G spectrum in the Ofcom auction down at the 800 MHz spectrum which means 4G from O2 is more likely to be available in your home and at a further distance from the mast, and the first people to make use of it will be those living in London, Leeds and Bradford when the network is switched on, on the 29th August.
Roll-out to other cities should follow swiftly, reaching another 13 cities by the end of the year, namely Birmingham, Newcastle, Glasgow, Liverpool, Nottingham, Leicester, Coventry, Sheffield, Manchester and Edinburgh. Beyond that we are looking at a roll-out which should grow at a rate of around 2 million people covered every month until a target of 98% of the UK population being covered is reached.
In terms of price, we only know that the cheapest tariff will be £26/month, no information on what is included in terms of data allowance and other benefits, so the question about how much competition EE will see is still waiting to be answered.