IKEA launches mobile phone service – no Allen key required

Swedish furniture giant IKEA has entered the mobile phone game with the launch of its IKEA Family Mobile service in Britain.

Swedish furniture giant IKEA has entered the mobile phone game with the launch of its IKEA Family Mobile service in Britain.

The service, which will be available to holders of IKEA’s loyalty cards, will be pay-as-you-go. Customers will use their own handsets and simply buy a SIM card from the furniture company and the phone service will be carried on the T-Mobile Network.

The big attraction for customers is low-cost calls and SMS services – IKEA claims the service is 25% cheaper than other pay-as-you-go services.

IKEA is the latest of a string of big companies to set up itself up as a mobile virtual network operator. Retailers Asda, Tesco and Carphone Warehouse have also attempted – with varying degrees of success – to use this strategy to extend their brands.

IKEA’s 9000 British staff have been given a free handset and SIM.

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