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).