Europe : When IKEA launches its new Family Mobile service on Friday, 8 August, it will be running on the T-Mobile network, one of Britain’s largest networks, covering 99% of the UK population and used by 17 million customers.

This marks the latest significant launch in the UK of a mobile virtual network operator (MVNO) to be supported by T-Mobile, a dominant force in the UK mobile wholesale sector with more than a 60% market share. Under the agreement with Mobile Partners UK Ltd, T-Mobile is providing IKEA with prepay services that will be available to IKEA FAMILY loyalty programme members in the UK. Currently there are 1.4 million members in the UK with new registrations growing daily.

Jim Hyde, Chief Executive of T-Mobile UK, said: We’re delighted to have been chosen as the network behind the new IKEA mobile service. Our long experience in delivering white label services to MVNO partners and the independently assessed superiority of our network will ensure IKEA realises its ambitions to offer an exceptional value prepay service to members of its loyalty programme.

IKEA has positioned the SIM card package as the UK’s lowest priced pay-as-you-go service which cuts through the complexity of UK tariffs by offering one low price of 9p per minute for calls and 6p for each text message at any time and any day. Family Mobile will be launched to IKEA FAMILY members on 8 August. Prior to this, on 5 August, IKEA will present every one of its 9,500 IKEA employees in the UK with a special introduction to the package by giving them a free Family Mobile SIM card with £5 of pre-loaded credit and a mobile phone.

Family Mobile has been designed by Mobile Partners UK to be simple to use with no hidden costs. Members of IKEA FAMILY will only pay for the air time they use with no fixed monthly payments and no minimum spend beyond an initial £10 of airtime purchased. Customers can keep their existing mobile number and can choose to have a household account with a number of SIM cards, allocating spend between registered members.

T-Mobile is a leading provider to MVNOs working with partners such as Virgin Mobile, Carphone Warehouse, iPass and Verizon Business.  The agreement with Mobile Partners UK was secured following a competitive tender.

Jason Baker, IKEA UK C.R.M. Manager, said: In the current climate where every penny counts, IKEA is offering another benefit to our loyal customers. You can’t control the rising costs of petrol, utility bills or food but by being at least 25% cheaper than any other comparable pay-as-you-go offer, Family Mobile can help you take control of your mobile phone costs.

The Family Mobile package consists of a mobile SIM card which can be ordered free of charge from the website www.familymobile.co.uk. Mobile phones will not be sold by IKEA, however IKEA FAMILY members are able to purchase low-cost mobile phones through Mobile Partners UK Ltd.