Superfast 4G broadband is made available to millions of consumers in 10 UK cities today, heralding a new era for mobile phone use.
The network EE, which owns Orange and T-Mobile, is launching its range of 4G products and services in London, Bristol, Birmingham, Cardiff, Leeds, Sheffield, Edinburgh, Glasgow, Liverpool and Manchester.
Formerly known as Everything Everywhere, the company is offering speeds up to five times faster than 3G.
The service will be available on the Apple iPhone 5 and devices from HTC, Samsung, Nokia and Huawei.
It comes as EE's 4G pricing plans faces heavy criticism, with additional charges for customers on certain tariffs if they exceed download allowances.
Long queues are expected at shops across the country as consumers rush to sign up to the new service and get their hands on a 4G device.
EE customers in six more cities - Belfast, Derby, Hull, Newcastle, Nottingham and Southampton - will have access to 4G by the end of the year.
The group then plans to roll out the service to further towns, cities and rural areas next year, with population coverage of 70% and rising to 98% in 2014.
Rival operators including Vodafone, O2 owner Telefonica and Three will be able to launch their own 4G services and products from next spring.
The companies had threatened legal action against communications regulator Ofcom over its 4G auction process, which has allowed EE to be the sole UK provider of the superfast services until next year.
Vodafone launched a "4G phone promise" last week, offering customers the chance to bring an eligible phone into any store and have 70% knocked off their remaining contract in exchange for taking on a 4G device.
The services will allow uninterrupted access to the web on the go, high definition films to be downloaded in minutes and television to be streamed without buffering.
The cheapest EE tariff offers just 500mb worth of downloads each month, with customers who want to download more than their allowance forced to pay extra.