The debut of 4G network technology at Glastonbury festival saw consumers' uploads overtake downloads for the first time ever, as Glasto-goers took to social networking sites to share high-res photos of artists' performances.
According to Olaf Swanatee, CEO of EE which provided next-gen service for free at the festival, upload activity unprecedentedly surged after bands finished their sets at the event, as a result of 4G facilitating sharing of high quality snaps on Facebook and Twitter.
The shift, engendered by a network on site capable of delivering speeds up to five times faster than the UK's average 3G connection speed, is perhaps indicative of how the availability of 4G has the potential to chance consumer usage habits.
Melding cutting-edge tech with the kind of Cyberpunk, make-do and adapt ethic of the festival's Shangri-La area, EE delivered 4G to the site via a travelling hotspot mounted on a tractor. The service was free to use, irrespective of punters' carrier.
City dwellers and sophisto urban foxes who wouldn't go near the Vale of Avalon were also bathing in EE's munificence today, after the network announced it is doubling speeds in 12 locations around the UK, with residents of Birmingham, Bristol, Cardiff, Derby, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Nottingham and Sheffield set to enjoy average speeds of between 24Mbps and 30Mbps from tomorrow (July 4th).