British consumers will soon be able to select a mobile package branded and marketed through a new mobile virtual network operator (MVNO). The latest player in the MVNO game isn't a stranger to consumers, however. It should be recognizable to shoppers and home decorators the world over: IKEA.
MVNO's don't own a physical cellular network. Rather, they rent and resell spectrum from 'real' wireless operators as voice and data services.
The giant Swedish housewares and furniture company plans to offer pay-as-you-go mobile service beginning at just under $20 (10 British pounds) to members of its loyalty program. Some 9,500 IKEA staff in Great Britain will be issued phones with about $10 is pre-paid minutes. IKEA's mobile plan exists in partnership with T-Mobile.
The wholesale nature of the MVNOs is meant to bring prices down for customers, while building brand-recognition and loyalty for the companies sponsoring them. Bulk-buying makes them a good deal for the provider and the sponsor. And, as they take off, you may find yourself a good deal on a short-term pre-paid next time you hop the pond.
