EasyMobile U-turn into high street handset sales

EasyMobile, the mobile virtual network operator (MVNO) that sells SIM cards over the internet, is launching a range of handsets in high street stores.

The no-frills service, a joint venture between Stelios Haji-Ioannou’s easyGroup and Danish telecoms company TDC, was launched in April last year.

It said at the time that it could offer cheap voice and text tariffs because it did not need to subsidise handsets or deal with retailers.

However, the company will launch Nokia’s 1600, 3220 and 5140i models, as well as the Motorola V3 Razr, exclusively in The Link’s 295 stores from tomorrow (Thursday). The handsets will also be available online.

The move comes amid reports that easyMobile is struggling to attract customers in the UK, but Stelios stands by his proposition.

He says: “We are continuing to offer consumers a great deal with an even wider choice and the usual easyMobile strengths of quality, service and price.”

EasyMobile sales and marketing director Mike Lewis, who was appointed at the end of last year (MW November 10, 2005), adds: “EasyMobile is a great value service that offers the low price of long-term contracts with the freedom of a pre-paid offer.”

The launch will be supported by a &£1m national press, outdoor and leaflet campaign featuring the strapline “Simply does it”.

The campaign was created by Smarter Communications, which was appointed to handle easyMobile’s advertising and media planning and buying without a pitch.

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