But if his network can go into Christmas offering the two most popular phones - the Samsung Galaxy S3 and the new iPhone - on a new fast network, that noise echoing across Britain will be the gnashing of teeth from the headquarters of Vodafone and O2.

BBC: EE, 4G, BoJo, OMG

The goal of the then-first-place network: to make some noise.

FORBES: CBS Climbs Off The Edge