Branded as LIFE Mobile, the network will utilise EE’s mobile network under a wholesale agreement.
Phones 4u-owned LIFE Mobile joins a crowded market for MVNOs, which consists of 30 mobile resellers, operating alongside the four established providers.
Phones 4u is owned by private equity group BC Partners and its new mobile service aims to appeal to more “tech savvy customers”, according to Tim Whiting, chief executive at Phones 4u.
The network had been in development for over a year, and will provide a range of tariffs and services including data packages for smartphone usage. It aims to counter competition by offering a differentiated service, but Whiting did not disclose what that would entail. The network has a planned launch date of March 2013.
It is considered Phone 4u’s retail presence, of 680 stores across the UK, puts it at a distinct advantage against competition.
Mobile phone retailers have seemingly thrived on UK high streets, amidst a series of problems for other electrical device businesses including UK retailers HMV and Jessops.
