(Telecompaper) EE is no longer the only LTE operator in the UK, as Vodafone and O2 launched their 4G services on 29 August. Vodafone's service is initially available in London, while O2 is up and running in London, Leeds and Bradford. Both plan to expand the service to 13 major cities by year-end. O2 said it initially covers around 5 million people; it's celebrating the launch with a concert by Plan B in London, which will be shown live at some O2 shops. Both Vodafone and O2 are offering a range of premium content with their 4G plans to win over customers. Vodafone subscribers can get a subscription to Spotify Premium or Sky Sports 1 and 2 with their plan, while O2 offers 12 months of its O2 Tracks service with top-40 hits, Priority Sports videos and access to multi-play online games without data limits. Until October 31, O2 is giving customers 5GB of data from 27 a month (3GB as standard) and 8GB from 32 a month (5GB as standard) for the duration of the contract. Until 31 October, O2 is offering extra data on its 4G plans, of 5GB for the price of 3GB or 8GB for the price of 5GB. Its plans start at GBP 22 for unlimited calls and texts and 1 GB data. Vodafone starts with 2GB data and unlimited calls and texts for GBP 26. Both offer Sim-only plans as well, and prepaid and mobile broadband offers are expected to be available later in the year.