China Mobile to launch all-service brand

China Mobile Ltd, the nation's biggest telecom carrier by subscriber numbers, revealed on Tuesday that it would officially launch a new brand "He" (And) on Dec 18, mainly targeting the upcoming fourth generation (4G) mobile business.

The new brand's logo features grass green and peach blossom colors. According to China Mobile officials, the company's current-running brands - GoTone, EasyOwn, M-Zone and G3 for 3G mobile services, will be phased out after the launch of "He".

That means "He" will take the stage as an all-service brand for China Mobile and provide customers with integrated 2G, 3G and 4G mobile services.

The government has yet to issue 4G licenses, but it is likely that they will be issued by the end of the year.

China Mobile's Beijing branch started sales of 4G smartphones on Nov 6.

Customers do not need to change their phone numbers but have to get a new SIM card for their 4G handsets. The 4G network can achieve data download speeds of up to 80 megabits per second, four times faster than 3G networks.