UK mobile operator EE has achieved its goal of signing up one million 4G LTE customers four months sooner than planned.

The Orange-T-Mobile joint venture launched its service in October 2012 and is now available in over 100 towns and cities in the country with coverage of around 60 percent.

“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,” said EE chief executive Olaf Swantee.

The operator would not reveal how the million subscribers break down between retail and enterprise customers.

The news puts pressure on rivals O2 and Vodafone, which launched their 4G LTE networks at the end of August.

The UK’s fourth operator, 3, is due to launch its service before the end of the year.

Swantee remains confident of keeping its market-leading position: “EE has the most attractive 4G pricing in the world – and we’re also gearing up to launch a new range of innovative plans, providing even more ways for people to get the fastest speeds and the best value plans,” he said.

On Friday, the operator announced that UK supermarket Asda has decided to use its network for an MVNO service.

The deal builds on EE’s existing partnerships with Asda, which includes white label, in-store WiFi across the supermarket’s retail estate, as well as mobile services to Asda staff.

“Our decision to take our MVNO business to EE was driven by our ambition to further improve the experience for Asda Mobile customers, by taking advantage of a bigger and faster network, with first class network coverage – and offering even better value,” commented Asda retail director Mark Ibbotson.

In July, Vodafone announced Asda rival Sainsbury's was launching an MVNO on its network.

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