Carphone Warehouse and Phones 4u have hailed a 'landmark' day for the mobile industry, as both O2 and Vodafone launch their 4G offers, but warn more work needs to be done to educate consumers.
O2 went live today in London, Leeds and Bradford, with Vodafone up and running in the UK's capital. They follow EE, who launched in October last year and now covers 60% of the UK's population, with Three set to launch in three cities by the end of 2013.
Scott Hooton, chief commercial officer at Phones 4u, said: 'Today’s another landmark day for 4G. While it’s great to see more choice in the market, consumers still don’t understand the benefits of 4G. Our own research found that while 90% of people are aware of 4G, only 39% are confident that they fully understand the benefits. Each available proposition is really strong, so our focus in-store will be fully demonstrating the capabilities to customers in dedicated experience zones to really bring the 4G experience to life and better inform their purchase decisions.'
Claire Winstanley, customer solutions group director at Carphone Warehouse, said it was launching instore and online tools for customers to get the best 4G deal in their area. She said: 'Research shows that consumer confusion is still high around 4G; they want good value but the huge array of tariffs and handsets available, as well as understanding if 4G is available where they live, can be difficult for consumers to navigate. As 4G goes live in more areas around the UK, consumers have the chance to come out on top by comparing each of the deals to find a tariff and smartphone that suits them.'
Author: Graeme Neill