Asda Mobile ditches Vodafone for EE in new MVNO deal

Asda has ditched Vodafone and chosen EE as its commercial virtual network instead for its mobile service customers.

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Asda has ditched Vodafone and chosen EE as its commercial virtual network instead for its mobile service customers.

Asda Mobile customers will be put on the EE network from 1 October, as the supermarket chain seeks to better compete against rival MVNOs (mobile virtual network operators) such as Tesco Mobile.

EE already provides free public WiFi networks across Asda stores and a WiFi network at its Leeds headquarters. EE has also supplied 700 iPads to Asda stores and depots around the country to help Asda staff handle administrative work quickly.

Mark Ibbotson, Asda retail director, said: “EE already provides excellent service to our customers and colleagues by providing free WiFi in store, and through our business to business contract. So this mobile partnership felt like the next logical step."

He said: “Our decision to take our MVNO business to EE was driven by our ambition to further improve the experience for Asda Mobile customers, by taking advantage of a bigger and faster network, with first class network coverage – and offering even better value.”