UK electronics retailer Dixons Carphone has decided to be monogamous with Vodafone and make it the only MNO it offers its customers.
Back when Carphone Warehouse was independent it used to resell postpaid contracts from all UK mobile network operators in as part of subsidised handset bundles. As part of the group that uses the Curry’s brand on the high street it has now decided choice is an unnecessary burden for its bemused customers to bear and has narrowed it down to two: Vodafone or its own cheap-and-cheerful MNVO, ID Mobile, which runs on the Three network.
“We’re delighted to develop our long-term partnership with Vodafone which will see them become our exclusive MNO partner ahead of our new mobile offer launching later this year,” said Ed Connolly, Chief Commercial Officer, Dixons Carphone. “Together, we’ll provide an exciting and innovative new mobile offering designed with modern customers’ needs in mind. The new offer will give customers better flexibility, transparency and value and is the final step in the transformation of our mobile business.”
“This is a very exciting new agreement for us, that ensures connectivity to our award-winning network is made available to even more people across the UK,” said Max Taylor, Consumer Director at Vodafone UK. “This is a completely new and exclusive arrangement, which will drive customer experience improvements and value growth for both parties. The partnership gives us the opportunity to work more closely together than ever before, focusing on creating more innovative mobile solutions for customers.”
That all remains to be seen, lads. In common with much of the rest of the bricks-and-mortar retail sector Dixon’s Carphone has struggled against the internet headwinds, which were significantly strengthened by the Covid lockdown. Still, there must be some people who still like to buy their phones from a shop and maybe tying the knot with Vodafone will make for unique bundle options.