The UK's 4G's era is finally upon us in earnest with both O2 and Vodafone switching on their LTE services today to give EE some long-overdue competition in the high-speed mobile data stakes.
EE has had 4G all to itself since launching last October, and in reality the network formerly known as Orange and T-Mobile should retain a competitive advantage for some time to come.
That's because of a simple matter of geography: while Accrington will soon become the 100th town or city covered by EE's 4G offering, O2's LTE service is launching only in London, Leeds and Manchester, while Vodafone's will kick off in London only.
It leaves Three as the only network without any 4G coverage at all. Its take on LTE is coming in December, though it too will be limited at first – in its case to London, Birmingham and Manchester.
In general terms, the good news is that 98% of the country will have access to 4G services by the end of 2015, while 4G says it'll be there a year earlier.
Price-wise, O2 and Vodafone are placing the focus less on tariffs and more on content in their bid to woo 4G customers away from EE.
O2's cheapest deal goes for £26 per month and nets you 1GB of data plus unlimited calls and texts, but throws in 12 months' access to O2 4G Tracks, which features the official UK top 40, plus bonus playlists and videos.
You'll also get O2 Priority Sports, which sees well-known sportsmen and women providing help and advice for sporting types, as well as multiplayer access to Gameloft gaming titles outside of eating into your 4G data allowance, and access to O2's 9,000 Wi-Fi hotspots.
Vodafone, meanwhile, gives you 2GB of monthly data for that £26 fee – that's after the first three months of unlimited data – and also gives you a year's free subscription to either Spotify Premium or Sky Sports Mobile TV.
Both networks are offering most of the latest high-end smartphones on their 4G deals, including the Samsung Galaxy S4, Nokia Lumia 925, HTC One, Sony Xperia Z and BlackBerry Z10. Needless to say forthcoming launches such as the iPhone 5S and Galaxy Note 3 will get the nod once they're announced.
We say most, as the one obvious name missing from both network's offerings is the iPhone 5. That's because Apple's smartphone isn't compatible with the 800MHz or 2.6GHz spectrums they run their LTE networks on.
Hopefully the new model changes that – we'll find out on September 10.