Ikea to launch branded mobile phone service

Ikea, the retailer, is partnering with network supplier T-Mobile to launch a mobile phone service. Members of the retailer’s loyalty programme will be able to sign up to the service from this Friday (August 8).

The deal, which will be available to 1.4 million consumers, follows the announcement of a number of similar packages offered by Tesco, Asda and Carphone Warehouse. All 9,500 Ikea staff will also be offered a handset and £5 worth of free calls.

The service does not have fixed monthly payments and requires an initial £10 airtime purchase. As with similar deals, Ikea will aim to stress the service’s “simplicity”.

Tesco Mobile, which is a joint venture between the supermarket chain and O2, relaunched last month, supported by a major marketing drive. It has also unveiled a new brand identity and pay-as-you-go tariff for customers in a bid to “make life simpler”. The Tesco Mobile branded service is sold in Tesco stores.

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