Vodafone has launched a multimillion-pound high profile advertising campaign to try to downplay the impact of EE's forthcoming 4G launch.
The operator dominated the print press this morning with a range of cover-wrap adverts. Citing its recent win at the Mobile Choice Consumer Awards for Best Network, the advert said it was building 'a new ultra-fast network' called Vodafone 4G, that would deliver indoor coverage of 98%, which it previously said would be delivered by 2014. EE has promised outdoor 4G coverage of 98% for its forthcoming next generation service but refused to reveal its indoor reception.
In another swipe at EE, it said it already has a fibre network in place following the acquisition of Cable & Wireless Worldwide earlier this year. The advert said: 'This means we can control our own quality of service in a way that other mobile networks just can't match.' EE is currently building its own fibre network, which will cover 11 million customers by the end of this year.
It also promoted its 4G early upgrade handset guarantee. Consumers who buy an iPhone 5, 4G Samsung Galaxy S III or Galaxy Note II between now and March and pay at least three monthly bills can upgrade to a 4G contract by paying off 30% of their remaining line rental and trading in their phone.
In interviews with journalists yesterday, Vodafone UK CEO Guy Laurence said the network would be relying on low frequency from the forthcoming 4G auction in order to provide the 98% levels of coverage. The Financial Times reported: 'Indoor coverage is very important. We want to build our network on that. There is a difference between being at the leading edge and the bleeding edge.'
Editor: Graeme Neill