UK - Ikea as an MVNO

Ikea Enters U.K. Mobile Market as MVNO

Ikea, the Swedish flat-pack-furniture company, is to commence as an MNVO in the United Kingdom according to Cellular News.

Significance: It is not the first time a non-telecommunications company has entered the MVNO market in the United Kingdom, both supermarkets, ASDA and Tesco have already entered the U.K. mobile market as MVNOs. Ikea has partnered with Mobile Partners U.K. to offer the deal and claims it represents the lowest pre-paid rates on the U.K. market and emphasises that there are no fixed monthly penalties, no contract, and no minimum spend. Customers will also be able to keep their existing numbers; there is also a "Family" package which is only available to Ikea Family members, who currently number 1.4 million in the United Kingdom. IKEA U.K. customer relationship marketing manager, Jason Baker said: "In the current climate where every penny counts, IKEA is offering another benefit to our loyal customers. You can't control the rising costs of petrol, utility bills or food but by being at least 25% cheaper than any other comparable pre-paid offer, Family Mobile can help you take control of your mobile phone costs."