118 Group, the directory enquiries operator that is pioneering the use of alphanumeric telephone numbers in the UK, is taking on internet mobile phone retailer Dialaphone with the launch of its own service.
The company launches Tasty Mobile next month, backed by a national press and poster campaign and online activity. It will initially sell 3 phones but will also offer Vodafone and Orange products by Christmas. 118 Group was founded by former Phones4U sales director Daniel Corby last year and uses alphanumeric numbers – such as 0800 BUILDER – which are popular in the US and Australia.
Tasty Mobile will start by targeting business customers and will open a telesales centre before the end of the year.
Corby expects it to become a “serious industry player” within 12 months. He adds: “Mobile phones were a natural progression for the group because we have a massive business-to-business infrastructure in place.”
Distribution company Fone Logistics will handle fulfilment and shipping. The Tasty Mobile brand has been developed by design agency Space and Time.
Fone Logistics sales director Michael Jordan says: “In time, all the networks will have a hunger for the business that Tasty Mobile will be capable of offering them.”