The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

Jonathan Ross & Stephen Fry haver over Everything Everywhere 4G endorsement


By John Glenday | Reporter

April 30, 2012 | 2 min read

A host of celebrities including Jonathan Ross and Stephen Fry are having second thoughts about backing Britain’s largest mobile operator, Everything Everywhere, in their campaign for faster introduction of 4G broadband services in the UK.

Everything Everywhere, owner of the Orange and T-Mobile brands, will launch the 4GBritain campaign today but is facing criticism from rivals that the bid will give them an unfair commercial advantage.

The mobile operator is currently the only provider with enough airspace to introduce 4G services at present it could steal a march on its rivals by as much as a year if it is allowed to immediately start up.

Its rivals will have to bid for spectrum space in a process which is not scheduled to take place until 2013.

The campaign takes the form of an educational website designed to target politicians and the media.

A spokesman for Vodafone denounced the move however, stating that the campaign "looks like a lobbying effort set up to give an unfair competitive advantage to what is already the largest player in the market".


Industry insights

View all
Add your own content +