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Sainsbury's to Shut-Down its Own Brand Mobile Network

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The UK based supermarket chain Sainsbury's is closing its own brand MVNO service.

The company first launched the MVNO two years ago after signing an airtime contract by Vodafone.

The 50:50 joint-venture, branded as Mobile by Sainsbury's was led by a management team made up of key personnel from both Sainsbury's and Vodafone.

The decision to close the MVNO was reported by the BBC as being due to the supermarket being unable to secure an agreement with Vodafone to extend the service beyond the middle of next January.

Sainsbury's told the BBC it still wanted to provide a mobile service to shoppers and was exploring its options.

The company is thought to have around 150,000 subscribers, far lower than the company had hoped to sign up when it launched the service.

Sainsbury's expects to support customers migrating their existing phone numbers to an alternative provider, and will still sell mobile phone handsets on behalf of those networks.

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Tags: sainsburys  vodafone  mvno  UK