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Sainsbury's Mobile (generic banner)

Sainsbury's and Vodafone have joined forces to launch Britain's latest virtual mobile network: Mobile by Sainsbury’s - as the supermarket chain craves its share of the networking pie.

Due to go live sometime this summer, Mobile by Sainsbury’s will be a 50/50 joint venture led by a team of mobile, retail and marketing experts comprising key personnel from both companies.

The partnership will team Sainsbury’s brand, customer insight and vast retail distribution with Vodafone’s technology and expertise to offer mobile services to Sainsbury’s customers both in store and online.

The network will reward customer loyalty with offers on mobile products, discounts and Nectar points. Tariffs have are still under wraps, but we expect pricing to be largely in line with the competition, especially that of Tesco Mobile.

Commenting on the announcement, Justin King, Sainsbury’s CEO, said: “We are delighted to announce this partnership. Together with Vodafone, we’ll be able to develop mobile products and services that represent great value for Sainsbury’s customers.”

Guy Laurence, Head of Vodafone UK added: “Both businesses will capitalise on their respective strengths in this venture to offer an exciting product range to customers.”

Are you looking forward to Sainsbury’s joining the mobile space? Share your thoughts in the comments section below.

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