Phones 4u, one of the UK’s biggest independent mobile phone retailers, has decided it wants to expand beyond smartphone and tablet sales and become a mobile operator, today announcing the upcoming launch of LIFE Mobile, a new MVNO (mobile virtual network operator) that will initially lean on EE’s 2G and 3G coverage before rolling out 4G services later in the year.

Committing to launch its service by March, Phones 4u will become EE’s 25th MVNO partner, offering a “wide range of great value tariffs and services that include data packages as standard, reflecting the changing nature of customer usage.” This perhaps signifies that consumers will be able to enjoy unlimited options on their call, data and messaging plans.

Phones 4u says it has chosen EE’s network “based on the strength of its network, its strong industry reputation, and its flexible and technologically advanced MVNO platform,” but will also no doubt have been tempted to piggyback on a service that has the widest 3G coverage following the merger of Orange and T-Mobile and its established 4G services, which launched in the fourth quarter of 2012.

Phones 4u has the second biggest mobile sales presence on UK high streets with 680 stores, behind Carphone Warehouse with 800 outlets. Following the launch of LIFE Mobile, Phones 4u will be able to offer dedicated plans and bundles for customers looking to purchase a mobile device from the retailer, widening consumer choice.

Tim Whiting, Group Chief Executive at Phones 4u says: “LIFE Mobile will enable us flexibility and creativity in designing propositions to give our customers even further choice. We will sell LIFE Mobile alongside our existing network propositions and are confident the new network will play a key role in driving further growth for our business.”

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