4G trailblazer EE is looking to make the most of its dying days as the UK’s sole provider of LTE mobile connectivity, launching a campaign to bring high speed data usage to black cabs in London and Birmingham.
The mobile carrier is splashing its signature turquoise and yellow colours across 40 traditional Hackney carriages in London and 10 in Birmingham, marking the installation of a MiFi router in each taxi to act as a 4G hotspot.
As of this week, busy commuters and casual web surfers alike will thus be able to sample EE’s high-tech spectrum for free when travelling through the capital or the UK’s second city.
“We hope this trial will demonstrate the benefits of a superior online experience as users can browse, download, catch up on emails, Tweet and check Facebook literally at the speed of light. We can’t make taxi journeys any faster but we can certainly speed up people’s smartphones!,” quipped Spencer McHugh, Director of Brand at EE.
The scheme is set to last for three months, helping to keep EE in the limelight for its remaining time as the only 4G brand in the UK. The likes of O2 and Vodafone should be ready to offer rival LTE services by the summer having now secured their own slices of the country’s refarmed 4G spectrum.