London (CNN) -- Everything Everywhere's rebranding to EE is being viewed "positively," by employees and consumers alike, according to the boss of the British mobile network operator.
Chief executive Olaf Swantee said a "fresh brand" was needed for the roll-out of the 4G network, designed to provide ultra-fast mobile Internet access for major cities in the UK.
He told CNN: "EE is very exciting because it's a name of a company that is a British company, it's the digitally most enhanced company in the UK."
EE is a joint venture between two European giants of the telecommunications industry -- Deutsche Telekom and France Telecom -- after both companies decided to consolidate their operations in the UK.
The EE brand stands alongside others owned by the same firms -- T-Mobile and Orange. Swantee said that convincing shareholders to agree to a £1.5 billion ($2.3 billion) investment program was key to installing 4G in the UK.
He said: "We want to make sure that the cities in the UK will be more 4G than in any European market. London will be the first major European city that will have 4G everywhere."
CNN's Oliver Joy contributed to this report