6/4/2009 11:16:00 AM
Carphone Warehouse to offer low price, own brand Sim-only deals
Carphone Warehouse is launching an own brand Sim-only offering. The move is the first phase of its renewed focus on its MVNO brand, Talkmobile.
Carphone has so far been a marginal player in the growing demand for Sim-only deals, marketed aggressively through networks’ direct channels.
The retailer has identified that 90% of the 100,000 Sim-only customers in the market are looking for deals that cost between £10 and £15 per month.
The company will now offer a variety of monthly deals. The £7.50 deal offers 100 minutes and 100 texts, while £12.50 per month provides 300 minutes and 300 texts. All deals come with free voicemail and unlimited internet for 30p per day.
Text heavy deals vary from 300 texts and 50 minutes for £7.50 per month, or unlimited texts and 150 minutes per month for £12.50.
Paul Layte, director of Talkmobile, said Carphone’s share is currently in ‘high single figures’, and added: ‘Our price points are in the areas that customers are overwhelmingly asking for – low commitment and low price.
‘Our own brand strategy is to grow the market and Carphone’s share within it.’
Carphone’s deals are either on a par or compare favourably with network Sim-only deals, which typically offer more minutes and texts but for a higher price.
Layte said the deals were a response to an increasing number of customers looking to Sim-only instead of prepay.
Carphone will be marketing the deals on billboards, trains and prominently in its stores.
Carphone cuts MVNO ties with T-Mobile
Carphone Warehouse has consolidated its virtual network businesses under the ‘Talkmobile’ brand.
It had previously used T-Mobile for its prepay brand, Fresh, and overseas calling brand MobileWorld, which also ran on the T-Mobile network.
The Talkmobile deal was negotiated with Vodafone, and now all of Carphone’s own brand businesses will operate through Vodafone.
Layte said: ‘Around 18 months ago we wanted to consolidate under one brand. We’ve ended up switching our suppliers and platform to be with Vodafone.’