EE will switch on 4G in ten locations today with a further 19 planned before Christmas.
The mobile operator will have 4G services running in 60 UK towns and cities by the end of the year.
Places that have gone live today are Bath, Bournemouth, Brighton, Cambridge, Darlington, Newcastle-under-Lyme, Northampton, Poole, Portsmouth and Redcar.
Read Recombu Digital’s guide to 4G in the UKIn the run up to Christmas, customers Aberdeen, Braintree, Cheltenham, Chester, Dundee, Durham, Exeter, Gloucester, Grimsby, Ipswich, Lincoln, Middlesbrough, Norwich, Peterborough, Plymouth, Stoke-on-Trent, Swansea, Swindon and York will also be able to access 4G.
EE’s chief executive Olaf Swantee said: “From online banking and mobile shopping, to streaming music and using maps, 4G is enabling us to do more of our favourite things quickly and easily on the go.”
The rollout coincides with the operator touting 4G plans starting at £18.99 per month with a free Samsung Android smartphone, and prepays deals from £10 for 1GB of data and 2,014 free minutes for the coming year. The firm is predicting a record-breaking month of 4G sales in the run up to the festive period.
“Smartphones and tablets on 4GEE are going to be a very popular present this Christmas as people across the UK continue to embrace mobile living and we make the superfast service available in even more places,” said Swantee.
The operator said that its research is showing that 4G will transform Christmas shopping this year as faster mobile internet speeds allow people to shop for gifts from their mobile devices.
It said that 39 per cent of 4GEE customers say they will buy their gifts on their smartphone or tablet this year – up from 15 per cent last year – with fashion, electronics and books the most popular purchases.