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Self-assemble it and they will come? |
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Thursday, 07 August 2008 |
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Flat pack giant IKEA tries MVNO on T-Mobile network…
Tomorrow Swedish furniture and accessories chain will launch a mobile virtual network operator (MVNO) service in the
UK
on the network of T-Mobile. Attempting to buck the crash and burn fate that befalls many would-be MVNOs (Helio’s swallowing by Virgin and Sonopia’s closing in the
USA
, and the exit of student-focused Dot Mobile in the
UK
, being recent examples) IKEA’s Family Mobile service is aimed at the 1.4mn participants in the store’s loyalty programme. IKEA staff will also apparently be given phones and introductory free calls.
Here’s some recent words of European industry wisdom on behalf of XIUS-bcgi, a provider of MVNO roaming, billing, prepaid and postpaid solutions: “The European mobile marketplace has as many options as an all-you-can-eat buffet; wireless companies must be careful and avoid getting lost amid the beef and the chicken of the European wireless ecosystem. Between the all the different carriers and MVNOs, including the recent addition of appealing ad-funded MVNOs, mobile subscribers have a large selection to choose from. Mobile subscribers want a unique, personalised experience that allows them to tailor their mobile plans and services to their specific needs and interests. In order for new and established MVNOs to thrive and compete against the widely popular ad-funded MVNOs, they must stand out in the crowd.”
Will IKEA?
John Williamson |
