Everything Everywhere has switched on 4G mobile broadband services in the UK under its new brand EE, which was designed by Wolff Olins.

The mobile operator has 'launched' 4G in London, Cardiff, Bristol and Birmingham for testing and promises a total of 16 cities by Christmas. EE is a new company, network and brand in one simple name and says 4G will go live fully in the 'coming weeks'.

Olaf Swantee, CEO of EE claims the launch of 4G is the 'digital equivalent of the difference between steam and jet power' in terms of previous services. He said that 4G will be available for 20 million people by Christmas.

EE is touting the fastest roll out of a mobile network in the UK ever, claiming that 70 percent of the UK will be catered for by the end of 2013 and 98 percent by the end of 2014.

Orange and T-Mobile will remain as brands in their own right but customers will use the EE network. However, Orange and T-Mobile customers won't be able to use 4G services. Instead they must upgrade to EE.

On top of 4G, EE will be launching a fibre optic broadband service which will be available for 11 million homes and offices by the end of the year.

EE announced that it will be making a number of 4G enabled smartphones available including the Samsung Galaxy S3 LTE, HTC One XL, Nokia Lumia 820 LTE, Nokia Lumia 920 LTE and Huawei Ascend P1 LTE. There was no mention, unsurprisingly, of the likely-to-be 4G-capable iPhone 5 which will launch tomorrow.