Lifestyle brand Extreme this week became the latest in a growing list of companies to reveal plans to launch a U.K. mobile virtual network operator (MVNO).
Extreme is best known for the Extreme Sports Channel. It also sponsors athletes and events, and it engages with more than 75 million people per week over social media.
Details about the service and when it will launch are scant; all that has been announced so far is that Extreme has partnered with Mobilise Consulting to help with its development. The long-term aim is to roll out MVNO services to all 68 of the countries where Extreme is present.
"Extreme has a fantastic brand that reaches a phenomenally large mobile user base," said Hamish White, CEO of Mobilise, in a statement on Thursday.
Indeed, in April, Extreme attracted a mobile audience of more than 450 million people worldwide.
"When combining the strengths of Extreme with Mobilise’s deep history of international MVNO service delivery and in-house developed software capabilities, we have the makings for a truly unique and game-changing mobile service," said White.
Extreme is one of several companies to have recently announced a move into the U.K. MVNO market.
Earlier in May, retail group Dixons Carphone launched its MVNO, called iD, on 3UK’s network, while U.S.-based FreedomPop plans to launch a U.K. MVNO this summer.
Next year, U.K. satellite TV pioneer Sky plans to join the fray, launching MVNO services on O2’s network. Its deal with O2 parent Telefonica covers 2G, 3G, and 4G wholesale access.
