Smartphone retailer Carphone Warehouse has launched iD, a mobile virtual network operating on the Three network with the hope of drawing customers away from major networks when they purchase new handsets.
The MVN has launched with several introductory offers including greater access to free data roaming and the lowest priced 4G plan on the UK market, and will feature 'mega offers' on certain handsets periodically with even greater savings.
"We've been listening to our millions of customers' network requirements and desires for years," said Graham Stapleton, UK CEO of Carphone Warehouse. "In doing so we have identified some common challenges. People want greater flexibility from their plans and are fed up with the 'one size fits all' approach.
"In fact, a recent study by Which? found that overspend on mobile phone charges in the UK amounts to £5.42bn each year – showing just how many people aren't on the right plan for them. We are also a generation obsessed with the mobile internet and accessing data and services on the move – things people are either paying to much for or just aren't getting.
"Addressing these challenges forms the basis of the first wave of plans from iD. We want this network to be focused on the individual and we will continue to listen to customers over the coming months, asking them to help develop and evolve iD."