Britain is preparing to launch itself into the superfast mobile top division as two more operators launch 4G services. Vodafone and O2 are set to launch their own brand of 4G to compete with EE, which is currently the market leader.

EE is a British joint venture between Orange and Deutsche Telekom. The market leader started rolling out 4G in major cities in October 2012 after it was allowed to reuse its existing airwaves. EE took advantage of being first in the 4G race by charging a premium of 10-20% on equivalent 3G tariffs. It also rolled out coverage before its rivals started.

The arrival of two more operators that offer speeds more than five times faster than 3G marks a sharp turnaround from just a year ago when the country was stuck with 3G. In 2012, no operator in Britain offered 4G service.

O2 and Vodafone are not competing with EE on price. They both, however, offer music and sports content as part of their 4G packages in an effort to set themselves apart.

Three, the last to launch 4G, has said it will not charge a premium for faster broadband connections.