Electrical retailer AO has launched its own mobile virtual network operator (MVNO), AO Mobile, in partnership with Vodafone.
Using the telecom giant’s network, the retailer aims to provide nationwide coverage and establish a presence in the mobile phone market.
AO Mobile operates as a MVNO combining Vodafone’s network infrastructure with AO’s established customer service and retail expertise.
The service supports both physical SIMs and eSIMs from launch, giving customers greater flexibility, the company stated.
The launch puts AO into an increasingly competitive UK mobile market, where brands are looking beyond traditional product sales to build longer-term customer relationships through services and connectivity.
AO’s Founder and CEO, John Roberts, said: “We’ve been disrupting the status quo since 2000 to make things better, simpler, and cheaper for customers. We want to remove complexity and keep mobile simple so that it’s easy for customers to understand.
“For AO, this feels like the right approach because a mobile phone is so central and critical to everyday life.”
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