Mobile retailer Phones 4U are stepping into the carrier space to go toe-to-toe with the likes of Vodafone, O2, Three, Virgin and EE as a new MVNO (mobile virtual network operator) planning to offer their customers plans which make use of both 3G and eventually 4G speeds in the UK.
Just as giffgaff utilise O2’s network for their service, Phones 4U’s new network; named ‘LIFE Mobile’ will run on EE’s existing infrastructure allowing it to serve customers looking to pick up either a 3G or a 4G-capable handset and plan. Phones 4U say that following recent financial successes the time is right to launch this new network as not only will it allow them greater control over plans and pricing, but also bring a greater level of competition to the market.
Tim Whiting, the company’s Group Chief Executive said, “The launch of LIFE Mobile is a very significant step for the Phones 4u business. “He later went on to say, ”Our customers see their mobile devices as an integral part of their daily lives. LIFE Mobile will enable us flexibility and creativity in designing propositions to give our customers even further choice. We will sell both 3G, and later in 2013, 4G LIFE Mobile tariffs alongside our existing network propositions and are confident the new network will play a key role in driving further growth for our business. ”
As Mr Whiting points out, the new LIFE Mobile tariffs won’t be replacing the existing contracts and deals current found at Phones 4U, but rather sit alongside, most likely with exclusive benefits designed to draw consumers away from rival carriers.
LIFE Mobile is set to launch in March, with 4G plans becoming available ‘later this year’ most likely around the same time as the likes of O2, Three and Vodafone join EE in having access to 4G mobile spectrums.
Once we know more about the pricing and structure of LIFE Mobile, we’ll bring it your way.