UK MOBILE RETAILER Phones 4U announced the launch of its own mobile phone network today in its latest bid to compete with rival Carphone Warehouse.
The mobile virtual network operator (MVNO) is called Life Mobile and will run, much like Virgin Media, on the existing EE network. Phones 4U said that Life Mobile will start offering 3G services from March and plans to roll out 4G services later this year.
If it's anything like Carphone Warehouse's network Talktalk, this mobile network could see Phones 4U undercutting rivals with its LTE pricing, although the retailer was unable to give us details on its pricing yet.
Tim Whiting, group CEO at Phones 4U said, "The launch of Life Mobile is a very significant step for the Phones 4U business.
"We are delighted to be extending our longstanding partnership with EE in order to add LIFE Mobile to the extensive range of products and services available at Phones 4U.
"Our customers see their mobile devices as an integral part of their daily lives. LIFE Mobile will enable us flexibility and creativity in designing propositions to give our customers even further choice.
"We will sell both 3G, and later in 2013, 4G LIFE Mobile tariffs alongside our existing network propositions and are confident the new network will play a key role in driving further growth for our business."
You'll be able to buy a Life Mobile contract through Phones 4U stores, as well as at Phones 4U kiosks in Dixons, Currys and PC World outlets. µ