Despite its role as a regional carrier without a customer base as large as the market leaders, U.S. Cellular isn’t holding back from expanding its 4G coverage area.

CNET recently reported that the company is planning to expand its 4G network to cover more corners of the U.S. This year alone, according to the news provider, U.S. Cellular will begin offering 4G LTE connectivity in three new areas, including California, Nebraska and Kansas, while also adding 4G coverage in existing markets. Those include the states of Illinois, Iowa, Tennessee, Texas, Washington and Wisconsin, among several others.

With these moves, the company will increase the number of its customers who have access to 4G from 61 percent today to 87 percent 10 months from now.

Yankee Group Senior Analyst Rich Karpinski comments

“Verizon’s aggressive, early deployment of LTE—and its corresponding strong financial results—put pressure on all U.S. operators, including regional players like U.S. Cellular, to move to LTE as mobile data table stakes increase. U.S. Cellular has put in place strong customer service and loyalty programs in recent years (with strong customer satisfaction results), but more lately has moved to compete in the speeds and feeds game with not only network upgrades but more high-end devices (but still no iPhone). That strategy, along with its recent sell-off of more competitive Midwest markets like Chicago and St. Louis to Sprint, better positions the operator to compete across the board.”