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MVNO Launch – Dixons Carphone Case Study

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Published on: 25 Jul 2016
Updated on: 29 December, 2023
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Dixons Carphone plc is a multinational electrical and telecommunications retailer and services company headquartered in London, United Kingdom. With revenues above £9 billion, it was formed on 7 August 2014 by the merger of Dixons Retail and Carphone Warehouse Group. It operates under several brands across the United Kingdom, Ireland and mainland Europe. These include Currys, PC World and Carphone Warehouse in the United Kingdom; Elkjøp in the Nordic countries and Kotsovolos in Greece. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.


The Challange

As a result of the acquisition of O2 Telefonica by Hutchison Three in the Irish market, the European Commission enforced competition remedies on Hutchison, including the hosting of two Full MVNOs. Dixons Carphone had a unique opportunity to establish an MVNO in the Irish & UK marketplaces leveraging the assets of its existing mobile retail business, Carphone Warehouse, the largest independent retailer of mobile products and services in Ireland and Europe.

Although steeped in the expertise of selling mobile products and services in a retail environment, Dixons Carphone needed support in navigating the complexities of establishing and running a mobile network. Particularly challenging was the requirement imposed by the EUC on the new MVNO entrants, which were to be offering services within 12 months of approval.


The Solution

Mobilise utilised its extensive knowledge and expertise in the telecommunications industry to help Dixons Carphone in launching a brand new MVNO.

After a robust tender process, Dixons Carphone turned to Mobilise to help with launching its new Mobile business. Mobilise provided end-to-end consultancy support, including regulatory lobbying, business casing, proposition development, sales and marketing strategy, technology strategy, commercial negotiations, business process creation, project management and overall project governance.


When Dixons Carphone first began looking for an experienced team to work with and launch an innovative MVNO in Ireland within challenging timelines, we had 3 key objectives. These were to find a consultancy with an imaginative and can-do attitude, had unbeatable technical credentials and, most importantly, embraced our partnership philosophy.


Peter Scott – MD Ireland at Dixons Carphone


The Result

Mobilise helped Dixons Carphone to successfully launch a new MVNO – iD Mobile.

Using Mobilise’s expertise Dixons Carphone successfully received approval to launch its MVNO and was live with its iD service to the market within the 12-month deadline and under budget by 5%. iD Mobile is the UK’s fastest-growing post-paid MVNO acquiring ~2 million customers in just 4 years.


From our perspective, Mobilise stood out from the pack and is now an integrated part of the Dixons Carphone MVNO launch team.


Peter Scott – MD Ireland at Dixons Carphone


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