ASDA Mobile UK Swaps MVNO Supplier from EE to Vodafone
Supermarket giant ASDA has announced that their mobile network division, ASDA Mobile, has taken the big decision to swap their Mobile Virtual Network Operator (MVNO) supplier from EE (BT) to Vodafone. The new 5-year deal will see ASDA harness both 4G and ultrafast 5G (mobile broadband) connectivity.
The move marks yet another blow for EE, which will shortly also lose Virgin Media as another long-term MVNO partner once their merger with O2 (Telefonica) completes in the near future (prior to that they were already due to swap to Vodafone).
Meanwhile ASDA Mobile is now expected to launch their own range of “unlimited data” plans and introduce support for Wi-Fi Calling, as well as special family discounts.
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Vodafone will also provide Asda with digital tools so customers can access their accounts online, as well as analytics and insights so that customers can be rewarded with targeted benefits and incentives.
Rob McWilliam, Asda’s Chief Financial Officer, said:
“We are really excited to be bringing a range of new features and benefits to our customers and are confident they will find Asda Mobile offers even better value.
Our partnership with Vodafone will also provide some of the very latest innovations, at a time when connected devices are playing an increasingly central role in all our lives. We look forward to working with Vodafone to provide great service for our customers.”
Under the new deal, existing ASDA Mobile customers will begin to transition to the Vodafone network from early 2021, with new customers automatically joining the Vodafone network when they sign-up then, too. However, major platform migrations like this can be tricky and we wouldn’t be surprised if there were a few problems, albeit hopefully only smaller issues.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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Didn’t ASDA mobile start life using Vodafone’s networks. I’m sure it did. But please correct me if I’m wrong.
I’m convinced it used another MNO’s networks.
I think right at the very start in 2007 it did, before moving to EE and now back again to Vodafone.
You are correct!
EE may be losing two MVNOs, but new MVNO ‘To The Moon Mobile’ launched in June, full launch coming this month. I’ve moved Mobile Number 2 over to them. They have an interesting offer, & site.
Interesting if they’re going to offer WiFI Calling I don’t think any of the other MVNOs do that? I’m on the lookout for a cheap Vodafone based sim for voice and sms mostly, unfortunately their essentials plans exclude WiFI calling so this could be perfect
@ Sam Sachin
BT Mobile and iD Mobile are 2 MVNOs which already offer wifi calling.
ID, Sky, SMARTY, BT and Virgin Media
Hey Sam:
After putting my To The Moon SIM in my phone, the option for VoWiFi was there & on, but no VoWiFi or VoLTE on the service yet.
To The Moon offer PAYG rates when U we don’t have an active bundle. No acces to data without a bundle active. For the use of mobile number two, that’s a better offer for me & For anyone who just wants calls & SMS.
Unfortunately most of the MNOs don’t offer VoLTE or VoWiFi to MVNOs. Three provide access to iD Mobile & it’s still ‘Coming soon’ on SMARTY!!!
To the Moon network seems to have some eye watering roaming charges. For example – India Data roaming is £26 per MB !!
Also no mention on what network powers them – just some marketing blurb about being powered by premium network. I dont like the lack of transperancy.
They so seem to have a future offering of esim and choose your own number, so thats a good thing. Esim and MVNO’s are a hard combination to find!
I work in an Asda store and the last transition was a nightmare! I hope it’s different this time but previously, everyone on the network needed a new SIM to activate their numbers and accounts again so it would switch over properly.
When will we know if a sim change is required?
No, it’s not.
Vodafone in my town (PE19) has dropped from stable 40-50Mbps at any time of day to stable 4Mbps, goodluck if this is what Asda is looking for.
Would rather move to another network if have to go through the hassle of getting a new SIM and activating account and number again
You will definitely need a new SIM from Vodafone
EE are the only cell site where I live to actually cover my house – there are 13 cells within 1/2 a mile from me all in the same location. Every other provider skims past me hence i suffer to get decent speed. i was just looking at ASDA but now I will pass as I want to go back to EE from vodafone
I remember the migration from Vodafone to EE – pop-in the new sim and then wait for hours with George Ezra singing ‘Budapest’ on a repeating loop, waiting for someone to answer to set up the account. Not again….Pleeze!
Do you need a new sim for Vodafone switch
Very little useful information on the Asda mobile site.
No “Actual” dates.
No information on the new APN settings.
No clarity whatsoever