Carphone Warehouse have announced iD, a new mobile network that will offer tailor-made mobile phone tariffs to customers in a move to counter existing plans being offered by major mobile network operators in the UK.
Stating that most customers are dissatisfied with available mobile phone contracts, Carphone Warehouse believe iD can address issues like inflexible roaming plans for frequent travellers, non-availability of short term plans and lack of standardised billing based on best prices in the market.
To be available from May on the Three network, iD will focus on offering the best deals on 4G data, free data roaming as well as contract flexibility for customers. For starters, the first offer coming out of their stock will be the Samsung A3 with a 12-month plan with 300 minutes, 5000 texts and 1 GB data for £19.50.
Graham Stapleton, CEO of Carphone Warehouse' UK division, said, “This is just the beginning. We know that there are lots more customer issues and frustrations with existing mobile plans that we’re eager to tackle. We want this network to be focused on the individual and we will continue to listen to customers over the coming months, asking them to help develop and evolve iD.”
In hindsight, iD could be the company's last throw of dice in a market where mobile phone retailers have been facing increasing competition from network operators who are offering mobile phones clubbed with tariff plans directly to the customers.
Seemingly disturbed by the fall of Phones4U last year, Carphone Warehouse' hopes for survival are set to receive further jolts with BT's takeover of EE and a possible merger of Three and O2 since Hutchison took over the latter. The launch of iD may have been rushed forward after Apple snubbed Carphone Warehouse while selecting prime retailers for selling the Apple Watch come April 24.
However, with 800 outlets across the country and a £3.8bn merger with Dixons last year, it could be slightly premature to write off the firm yet. Having taken on the combined might of network operators alone, we will get to know come May if the last throw of dice will succeed or not.