Sky has launched a SIM only mobile phone service, with the key 'sells' of unlimited data rollover and flexible plans.
According to Sky, consumers in the UK use less than half of the mobile data they buy every month on average, wasting around £2 billion a year as a result.
This means a typical pay monthly subscriber pays more than £50 a year on data they do not use.
Sky Mobile addresses this problem by allowing customers to keep their unused data for up to three years and redeem it whenever they wish. Unused data is stored in an online 'piggybank'.
Customers can sign up to one of three simple data plans - 1GB for £10 per month, 3GB for £15 per month and 5GB for £20 per month. And to further cut back on wasted, unused data, they can change between them on a month-by-month basis, depending on how much they think they'll use.
Texts and calls on all three SIM only plans are charged at 10p per message and 10p per minute respectively if you're not a Sky TV customer, or you can opt to pay £10 per month extra for unlimited texts and calls.
However, if you have Sky TV, you get unlimited calls and texts for free on all Sky Mobile plans.
Sky TV subscribers on a Sky+ package customers also get the option to create a playlist of shows and stream them over 4G on their phone. They can also transfer recordings from their Sky+ box to their phone over WiFi and watch them while they're on the move.
That's a major 'sell', given the Sky Go app currently restricts subscribers to streaming content.
Stephen van Rooyen, Chief Executive of Sky in the UK and Ireland, said: "We felt it was time to shake up the mobile market and give customers a completely new way to manage their mobile plan - something no one else is offering.
"We’ve designed it based on what people told us they want - it’s easy, flexible and transparent and it puts the customer in control. "
Mr van Rooyen said Sky Mobile allows customers to only pay for what they use, while households with Sky TV will get "even more value from their subscriptions".
"It’s time for people to have a smart new way to manage their mobile contract," he stated.
Sales for Sky Mobile SIM only contracts start in mid-December to existing customers and people who have pre-registered, with a full market launch taking place in the new year.
Sky Mobile plans to expand its offering to include handsets from the likes of Apple and Samsung later in 2017.