IKEA T-Mobile MVNO Family Mobile

by: Bena Roberts Tuesday, August 5th, 2008

IKEA will be an MVNO offering prepay cards to consumers under the name Family Mobile.

I will cost GBP 0.09 per call and GBP 0.06 per SMS and a minimum top-up of GBP 10.

What we think?
I have been writing for years and years (or it seems like it) that IKEA was the perfect MVNO. But I actually think that Germany would have been a better place for this especially if high volume calls or top-ups could be swapped in the IKEA restaurant or hot dog/ drink stand.

I say this as going to IKEA in Germany is like going on holiday. Suddenly the customer service improves, there is enough space to shop and (gulp) people wait in line.

But anyway - T-Mobile is not going to change its “cheap” image in the UK market by signing up MVN0’s that are even cheaper than it is.

Source: Mobile News (please see widget on the left side of GoMo News).

3 Responses to “IKEA T-Mobile MVNO Family Mobile”

Graham Brown Said:

Interesting news Bena. Do you think it’ll work?

Comment made on August 5th, 2008 at 11:17 am

Bena Roberts Said:

I think it would have worked in Germany. I think it depends on how it is marketed and if there are loyalty points involved. If there is a splash at every sales counter or the SIM’s are free if you buy over GBP 200 - then yes.

But prepay is never good for the adult family market and will the street 12 year old want an IKEA phone?

Comment made on August 5th, 2008 at 11:27 am

Graham Brown Said:

IKEA’s cool for 12 yr olds? Yes, interesting point.

One of IKEA’s strengths is its instore marketing. For example, you set out to spend no more than £50 and walk out spending £500.

They work heavily on “breaking the consumer duck”, as soon as you walk in there are countless £1/E1 items for sale such as packs of wooden coathangers sold at a loss to entice you into shopping mode. The SIMs could also provide such a loss leader at the walk-in.

Anyway, enough IKEA, back to the Iphone