Sainsbury’s and Vodafone UK have formed an MVNO joint venture to launch Mobile by Sainsbury’s in the UK this summer.
The move sees the MVNO go head to head with Tesco's joint venture MVNO with O2, as well as high street giants P4U and Carphone Warehouse, targeting consumers with low cost contracts, Sim only and pre-pay deals and Nectar card rewards.
Mobile by Sainsbury’s will be run as a joint venture between Sainsbury's and Vodafone UK combining Sainsbury’s brand, customer insight and retail distribution with Vodafone’s mobile expertise, technology and network providing mobile services to Sainsbury’s customers both in store and online.
The 50/50 joint venture will be led by a management team of mobile, retail and marketing experts, made up of key personnel from both Sainsbury's and Vodafone.
Mobile by Sainsbury’s, which will launch later this summer, will reward customer loyalty, offer low cost mobile products and Nectar points.
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, Vodafone UK CEO said: 'Both businesses will capitalise on their respective strengths in this venture to offer an exciting product range to customers.'