Dixons Carphone has revealed the name of its new mobile virtual network operator: iD.
Operating on Three’s network, iD has targeted a 6% share of the mobile phone market in five years.
Research conducted by Ignite Research for Dixons Carphone on a sample of 2,000 people found that 20% of pre-pay mobile customers said they were likely to switch mobile operator in the next 12 months. Over 40% have switched from one operator to another in the past five years.
Of the bill pay customers surveyed, almost 30% said they are likely to switch providers in the next 12 months. Some 52% said they had switched in the past five years.
Half of respondents felt their mobile plan was inflexible.
Hamish White, general manager, iD, said: “Over 65% of the market are pre-pay mobile customers who have not committed to a mobile operator. Equally, our research shows there is a real appetite to switch. We know what consumers are looking for, and are not currently getting from their mobile provider. We’re planning to fill the gap.”
The new operation represents a €30 million investment by Dixons Carphone (including €6 million in a new data centre) and will create up to 50 jobs.
Dixons Carphone already employins 1,050 people across 119 stores in Ireland.
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