EE has signed up its two-millionth customer for next-generation mobile services.
The service provider has reached this latest milestone just 14 months after becoming the first network operator to launch 4G in the UK.
Originally, EE set itself a target of one million 4G customers by the end of 2013. However, the firm has seen double the anticipated take-up so far.
EE described the initial 4G adoption rate as "phenomenal", claiming it to be the fastest in the world outside of South Korea.
At the start of 2014, EE 4G broadband is available in 160 towns and cities across the UK.
By the end of January, 70 per cent of the UK population will have access to a super-fast mobile broadband deal.
And in 20 towns and cities, consumers can already take advantage of double-speed mobile broadband on their dongles and tablets.
Olaf Swantee, Chief Executive of EE, said the firm's 4G launch in October 2012 "marked a new era for mobile users" in the UK.
The introduction of next-generation mobile services has allowed consumers and businesses to do much more on the move, he stated.
"We’re incredibly proud of being the first UK operator to bring 4G to the UK and, in just over a year, exceeding our target by reaching two million 4G customers across the country," Mr Swantee noted.
"We continue to have particular success converting our existing base to 4G, with approximately two out of three new 4G customers moving over from Orange and T-Mobile plans."
But what are EE's ambitions for 2014? Mr Swantee said the firm's priority is to continue the rollout of 4G mobile broadband across the UK.
This means offering coverage across more rural areas, reducing the number of 4G coverage not-spots where EE consumers cannot access super-fast speeds.
He said EE is also looking to invent "even more innovative ways" for customers to get value for money and make the most of their 4G experience.