Vodafone is taking a staggered approach to the launch of 4G mobile broadband, in order to ensure a high quality user experience, it has been suggested.
The mobile broadband provider launches 4G services today (Thursday August 29th), with hundreds of sites going live across London.
Yago Tenorio, Head of Networks at Vodafone, said the initial priority is to cover "a very high percentage" of the capital with ‘indoor 4G’, using the 800MHz spectrum purchased in the Ofcom auction earlier in 2013.
"We worked hard to get this spectrum because we know how important getting service indoors is to our customers, both at home and in the office," he stated.
Mr Tenorio explained the firm is planning to roll services out to other towns and cities later in the year - but only when the network is ready.
He said locations will gain 4G connectivity once the infrastructure is in place to make it worth having.
"How you roll out a network depends on what your aim is,” Mr Tenorio told the company blog.
"If you want to claim that you’ve launched in many, many cities you just put a few sites in the centre and say ‘I’m here’, even if your coverage isn’t that good. That’s just a game of claiming."
He said Vodafone is focusing on delivering "the best experience" possible for its mobile broadband customers. And this means ensuring London's 4G coverage is "fantastic", before moving on to other cities.
Mr Tenorio explained that Vodafone is already deploying the infrastructure required to launch 4G in other major UK urban centres.
But he said services would only launch when Vodafone is confident that customers will feel the difference, and be satisfied with the speeds and coverage on offer.
“This is not the end of anything; it’s just the start," Mr Tenorio stated.
"The network will always evolve, but we want the start to be really good. That’s why we’re holding on until we know that the experience is right.”