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iD Mobile becomes fastest growing MVNO in UK history

Paul Withers
December 14, 2016

Carphone Warehouse-owned mobile service has accumulated almost half-a-million customers over the past 19 months

iD Mobile has become the fastest growing MVNO in UK history, attracting 450,000 customers since launch in May 2015.

That is according to Dixons Carphone Group chief executive Seb James, who made the claim in a media conference call to discuss the retailer’s financial results for the 26 weeks ending October 29.

“Our MVNO iD Mobile has done very well and we have now reached 450,000 users,” he said.


“This makes it the fastest-growing MVNO in UK history – making it much faster than either Tesco Mobile or giffgaff and we continue to add thousands of new subscribers every single week.

“I’m looking forward to hitting that half-million mark and then I’ll be sure to tell you when we hit the million.”

The Carphone Warehouse-owned mobile service runs off the Three mobile network and when launched claimed it offered the lowest priced 4G contract prices in the UK market.

Over the past 12 months, it has unveiled a number of initiatives to attract customers.

In February, it launched a scheme to enable customers to carry unused data over to the following month.

Two months ago the MVNO teamed up with ITV2 to launch an advertising campaign that will see it sponsor animated TV shows on the channel, including Family Guy, in a bid to boost its profile.

Last month it entered the prepay market with the launch of three SIM-only mobile bundles costing £5, £10 and £15.

Dixons Carphone enjoyed a record Black Friday trading day and week

Best-ever Black Friday

James also revealed that Dixons Carphone enjoyed its best-ever Black Friday trading week, with quadruple, triple and double digit sales increases across multiple segments compared to an average period.

VR headsets surged 1,000 per cent, fitness products were up 254 per cent and sales of drones increased 60 per cent.

However, he revealed that it had struggled to meet last year’s performance during the first half of the sales bonanza day but recovered to achieve the record milestone.

“It was our biggest Black Friday week in history but it was a strange day,” he said.

“By lunchtime, we were down quite a bit and we had our hearts in our mouths but in the end we were up on the day and well up on the week. We were very pleased about that.”

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