Outside of the infrastructure issues, first mover advantage will allow EE to gather a lot of media coverage as 4G is explained, and the mental associations built up between 4G and EE will be substantial.
Millions of EE, Vodafone and Virgin Media customers2 will be able to enjoy full WiFi access across London Underground following the deal, keeping the majority of Tube passengers connected for no extra cost3 in 2013 and beyond.