Press Release

iD Mobile, the 4G mobile virtual network operator (MVNO) from Carphone Warehouse, has marked the eve of its fourth birthday in style; reaching a customer base of one million since it launched in May 2015.
The network, which offers customers value, flexibility and control, prides itself on creating “simple plans with great features that make people’s mobile lives better” and its customer-first approach to innovation.
It also attributes its continued success to a number of industry firsts within the UK market. At launch, iD Mobile was the first mobile virtual network to offer free Data Rollover – a proposition now replicated by many of the major players. iD Mobile was also ahead of the pack in identifying and anticipating customer needs, making the option to set an adjustable cap on your monthly bills an integral part of the customer proposition. This feature went on to become legislation within the industry in October 2018, three years after iD Mobile addressed the consumer need.
In addition, iD Mobile was also the first UK MVNO to launch Wi-Fi calling and VoLTE and the first network to offer Data Rollover, Bill Capping and Inclusive Roaming as standard on all of their Pay monthly and SIM only plans in 2017.
The virtual network’s innovative approach to marketing has also won it plaudits. Their first major brand campaign, #DoYourOwnThing, was billed as one of the first brand launches that took a “Facebook first” approach – where all budget was dedicated to owning one channel to drive the core metric of brand awareness. Within the space of nine months awareness of the brand rose 14%, with the campaign going on to win iD Mobile ‘Best New Brand’ at the Marketing Society Excellence awards 2017.
Adam Dunlop, Managing Director at iD Mobile, comments on the brand achievements:
“To attract one million customers in under four years represents a huge achievement for us and it’s one we’re really proud of. In some ways, it’s also an achievement for the MVNO market, which is thriving. iD Mobile has been a real innovator in the MVNO space, introducing a number of industry firsts that have helped change the shape of the wider market and consumer offering. Much of our success comes from our approach to the market – anticipating and meeting consumer needs, which simply starts by listening to them.
“Since launch, we’ve taken great pride in creating simple plans with great features that make people’s mobile lives better; developing a value-based brand proposition that has really resonated with UK consumers. There’s no better representation of how iD Mobile has performed then the growth of our online channel and the contribution of our Carphone Warehouse and Currys PC World retail channel. Sales through our website have grown from 8% of sales in 2015 to 42% in 2019, with the retail stores accounting for 69% of our sales over the past four years.”
iD Mobile’s partnership with mobile network, Three UK, has also been an integral part of this success, recognised and reflected in contract renewals between the parties.
Dunlop adds: “Since renewing our partnership with Three in April 2018, we’ve been able to offer our customers better value than ever before, playing a key part in us reaching one million customers three months ahead of our expectations. Three have been a fantastic wholesale partner for us and, with them being at the forefront of 5G, we’ll be able to offer an even better, faster service, and more value for customers.”
Consumers are more open than ever before to switching their networks for the promise of better value, with recent surveys showing that the MVNOs are performing better when it comes to customer satisfaction*. iD Mobile plans to capitalise on the continuing trend for customers looking to switch to an MVNO, where it already features as one of the highest rated networks switched to by UK consumers**.
Dunlop says: “Our continued growth and success will rely on identifying these emerging opportunities and capitalising on them through smart, targeted marketing, as well as propositions and offers that are too good to ignore.”
iD Mobile already has a host of new marketing initiatives in the pipeline, including a year-long sponsorship of the KISS Breakfast Show, that began May 6th 2019.
For more information, go to: or visit a Carphone Warehouse and selected Currys PC World store.