British customers are among the fastest in the world to adopt "superfast" 4G broadband, EE said today as the provider revealed more than one million people now use its high-speed service.
The company reached its milestone four months earlier than expected and just 10 months after it launched 4G last October.
It is now one of three firms offering the service after rivals O2 and Vodafone launched their own fourth generation networks last month.
Olaf Swantee, CEO of EE, said 4G has "transformed" the way consumers and businesses use their mobile phones in Britain.
"We have seen one of the fastest adoption rates in the world and I'm immensely proud to announce today that we have reached a significant milestone - one million 4G customers," he said.
"We know that all communities across Britain want 4G, not just those in the big urban centres, and we're committed to continuing to roll out superfast mobile at this record breaking pace."
EE - which aimed to sign up one million 4G customers by the end of the year - said it reached this goal today.
The company is now gearing up to launch a new range of offers for customers to provide "even more ways for people to get the fastest speeds and the best value plans".
More than 100 towns and cities across the country have access to 4G at faster speeds than networks in the rest of Europe, the US and Japan, EE said.
Meanwhile, Vodafone stepped up the competition as it offered customers an extra 4GB of data per month for the length of their contracts if they sign up before the end of October.
It will launch its "ultrafast" services in Birmingham, Coventry, Leicester, Nottingham and Sheffield on September 28. By the end of the year, this will be extended to Bradford, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle.
Vodafone's offer a llows customer to either watch football matches with Sky Sports Mobile TV or download thousands of songs from music service Spotify.
Ernest Doku, telecoms expert at comparison site uSwitch.com, welcomed the company's extra data allowance which, he said, makes the company's 4G service a "compelling option".
"This is great news, as it will finally give consumers the chance to enjoy the benefits of superfast surfing on their mobiles without the fear of rocketing towards their data limits," he said.
"While EE is all but certain to win in a race of superfast speeds at the moment, a wealth of data - as well as mobile access to Sky Sports or Spotify - at a similar price certainly makes Vodafone a compelling option.
"However, Vodafone's Achilles heel is still, for now at least, coverage. EE now serves 100 cities and even O2, which launched on the same day, already has coverage in three times as many cities.
"But with Birmingham, Coventry, Leicester, Nottingham and Sheffield all set to go live on 28 September, this data boost could be the difference for some waiting to make the leap to 4G."