­UK based EE (Everything Everywhere) has formally launches its LTE services, with coverage initially available in 11 cities across the country.

The company has also relaunched all its legacy Orange and T-Mobile stores under the new EE brandname.

In its first phase, the 1800Mhz based LTE service is going live in Bristol, Birmingham, Cardiff, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Sheffield and Southampton. 

Ongoing, the 4G coverage from EE will expand by 2,000 square miles every month, both into new cities as well as providing denser coverage in existing areas. This means the service will be available in a further five cities before Christmas, with more cities and rural locations planned for 2013, and 98% of the population due to be covered by the end of 2014.

On average, 4G mobile coverage will be made available to around two million people in Britain every single month between now and the end of 2014.

The company has however been criticized for charging a premium for the LTE service, and is facing a marketing campaign from its rivals who are barred from launching their own LTE services until later next year.