TDC, a Danish company has secured the rights to launch an easyMobile mobile phone service in the UK. The company will use T-Mobile's network coverage to offer a ‘no frills' SIM card only service that will launch in the UK in March next year.
To keep the costs down easyMobile won't be offering handsets or have any stores in the UK, however it will be offering monthly and pay as you go services for customers who already own a mobile phone.
With the mobile phone handset market becoming saturated, easyMobile are hoping that rather than being driven by the latest handsets users will prefer to opt for the cheapest call prices.
Currently mobile phone operators in the UK heavily subsidise handsets to entice new customers.