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IKEA Launching UK Mobile Phone Service

Gordon Kelly


IKEA Launching UK Mobile Phone Service

Being an MNVO (mobile virtual network operator) isn't easy - so far only Virgin seems any good at it - but hold your horses: the Swedes are coming!

Flat pack furniture specialist IKEA has announced that it will launch as an MVNO in the UK on Friday, hopping on the back of the T-Mobile network. All the company's 9.500 UK staff will get a free handset and £5 worth of calls while all 1.4 million members of its loyalty programme will reportedly be eligible to join the service.

Strictly a PAYG only system, IKEA has given away no talk time costs at this point but expect it to mirror fellow T-Mobile MNVO Virgin (which has garnered 435,000 customers) closely. It won't be alone either with high street brands Asda, Tesco and Carphone Warehouse are already giving the MVNO model a try.

As for T-Mobile, the telco is simply trying to maximise as much spare capacity as possible in this era of falling prices, ever smaller profit margins and the inevitable long term resignation to geography-free, data based VoIP calling.

So if you've ever felt that burning desire to unify your mobile phone and furniture bills wait no longer (you delightfully strange person).


via The Guardian


August 6, 2008, 4:51 am

for peoples information: calls will be 9p/min and 6p/text flat rate to all networks

The Pope

August 6, 2008, 11:54 am

I'll admit I haven't done any further research but that strikes me as f.cheap, no? As one of the 1.4 million loyalty card holders, I guess I'll wait for details through the post :)


August 6, 2008, 3:24 pm

@Jay - thank you!

Oliver Levett

August 7, 2008, 5:03 pm

If it has cheap data as well, I'd sacrifice my 3p texts for that!


August 10, 2008, 7:40 pm

Well its launched and as far as i can see data is only 80p a Mb which is dirt cheep considering most, if not all, other networks charge &#1634 per Mb.


June 12, 2011, 1:49 pm

Ikea Family Mobile is the most un-user friendly mobile network of all. They have a phone line that is only open 9-5 mon-fri, a email repsonce that is non existant & a technical team that just dont care. Its took them 3 weeks to transfer a number that should only take 1-2 days.
I recommend nobody use this network ever or you will be sorry

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