Phones 4u has confirmed plans to augment its core retail business with a mobile phone network dubbed Life Mobile.
The smartphone retail giant’s offering will piggyback on EE's infrastructure to provide a 2G and 3G service from March.
EE’s 4G network is also expected to provide the platform for a faster Life Mobile service using the super fast technology later this year.
How the virtual network will position itself in the crowded UK market isn’t yet known. However, the company’s prominent pledge to offer “great value tariffs” and “services that include data packages as standard” suggests they’ll be aiming at lower-spending consumers.
Ernest Doku, telecoms expert at uSwitch.com, described the move as “shrewd” and said it was typical of the trend for Mobile Virtual Network Operators (MVNOs) to take advantage of networks’ infrastructure to target niche markets.
Doku added: "With its unique view of the mobile market, Phones 4u will be able to steer its new network towards those market gaps with pinpoint accuracy. Choosing EE, with its proven ability to deliver 4G, brings a massive selling point.
"Phones 4u has long been a whole-of-market supplier, so you can see why they are so keen to underline that this will not affect their unbiased sales strategy.
"Based on the tactics of similar MVNOs like Talkmobile from Carphone Warehouse, you can bet their pricing will be ultra-competitive – great news for mobile customers who will benefit from increased competition in the industry."