UK’s Everything Everywhere has announced a new digital communications company EE that runs the Orange and T-Mobile brands in the UK, and will be launching its new 4G brand. EE will become the new name of the Everything Everywhere business and its network providing mobile services to 27 million people.

The EE customer brand will launch with 4G LTE services for consumers and businesses in the coming weeks. EE will also launch a fibre broadband service to homes and businesses with fixed-line internet speeds typically ten times faster than today’s average broadband speeds.

Four cities London, Bristol, Cardiff and Birmingham are switched on today for the company’s engineers to begin live testing and systems integration, in readiness for the customer launch.

According to EE, its 4G network will cover a third of the UK population in 2012. Further towns, cities and rural areas, will follow rapidly with 2013 population coverage to reach 70%, with 98% covered by 2014.

EE’s 2012 launch schedule will see 16 areas of the country connected to 4G by Christmas – the UK’s four capitals and twelve further major cities. The 16 cities are London, Edinburgh, Cardiff, Belfast, Birmingham, Bristol, Derby, Glasgow, Hull, Leeds, Liverpool, Manchester, Newcastle, Nottingham, Sheffield and Southampton.

EE has also confirmed 4G devices it plans to launch. Devices include Samsung Galaxy SIII LTE, Nokia Lumia 920, Nokia Lumia 820, HTC One XL, Huawei Ascend P1 LTE, Huawei E589 Mobile WiFi and Huawei E392 Mobile Broadband stick.

EE will launch its fibre broadband service at the same time to complement the company’s LTE mobile service. It will be available to 11 million households and businesses by the end of the year reaching two thirds of UK households and  businesses by the end of 2014.