Reuters: Vodafone UK spoiler campaign targets EE 4G launch

Since the arrival of smartphones, network quality has come to the fore as a point of differentiation between telecom operators, both in Britain and in other markets, according to analyst Thomas Wehmeier at Informa Telecoms and Media.

“All of these fancy devices that customers have, whether smartphone or tablets, simply don’t work unless you have a decent level of connectivity,” he said.

He said there had been little difference in network quality between UK operators but this would change with the arrival of 4G.

“The transition to 4G is significant because it opens the door for somebody to establish a beachhead as the UK’s biggest and best 4G operator,” he said.

Wehmeier said Vodafone’s campaign was a defensive move to stop customers who are willing to pay a premium for 4G defecting to EE.

“Those four to five months really are going to give EE a chance to attract a very interesting segment of customers,” he said.

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