While perhaps a little too early to make an impact on the average consumer, the judges believed that EE’s new 4G network was built for the business sector. This brand new network launched in October 2012 across 11 cities, and 4GEE is now live in 50 towns and cities across the UK. Its large data allowances at speeds up to five times faster than 3G, 30-day free trial offers for small businesses and dedicated account management teams have all contributed towards making 4GEE an enticing proposition. However, the judges were perhaps most impressed with the innovation on offer and how well that message had been communicated to the business community. ‘Word is getting out that EE is the network for business, where price isn’t as much of a deciding factor as the quality of the service,’ remarked one judge. Last year was a transitional time for the brand as Orange and T-Mobile customers began to migrate to 4G and by the end of the year more than 10% of corporate customers were either trialing or using 4GEE. The consensus was that EE had done a great job communicating the benefits of 4G to businesses, where the need for flexible working, video conferencing and instant access to email, however large the attachment, is felt most keenly.