Mobile operator Orange UK (France Telecom) has today launched a new £4m campaign that aims to promote the coverage of its 3G Mobile Broadband network, which is capable of reaching more than 93% of the UK population - "more than any other network". That still leaves a rather significant 7%, usually in vast 'geographic' areas of remote and rural coverage.

The campaign will run in print and outdoors from November to the middle of December, appearing across train stations, buses, digital panels, in airports and shopping malls. The adverts will play on the idea that "no matter who you are or what you are doing, you are likely to be covered by Orange’s 3G network".

However coverage is only part of the battle, with performance being the next hurdle, especially for Mobile Broadband services. This is of course an issue that all operators must tackle, with average speeds still hovering well below what is advertised.