UPD ASDA Pick EE for UK 3G Mobile Network and In-Store WiFi Service

Supermarket chain ASDA has entered into a new Mobile Virtual Network Operator (MVNO) partnership with EE (Everything Everywhere), which will give the high street giant the ability to offer its own 2G and 3G mobile voice, text and broadband services.

The move, which will take effect from 1st October 2013 late October 2013, appears to mark an expansion of ASDA’s existing deal that has already seen the company working with EE to make a free wireless internet (wifi) service available across its entire estate of over 568 stores and their head office in Leeds (we recall that the rollout for this completed during Q1-2013).

Apparently the WiFi service has already attracted “nearly” half a million sign-ups.

Gerry McQuade, EEs Chief Non-Consumer Marketing Officer, said:

“By choosing the EE network, ASDA Mobile will guarantee its customers access to the UK’s biggest, best and fastest network. Our partnership with ASDA is a great example of how EE can provide integrated solutions that help businesses keep their colleagues and customers better connected, wherever they are.”

Mark Ibbotson, Asda’s Retail Director, added:

“EE already provides excellent service to our customers and colleagues by providing free WiFi in store, and through our business to business contract. So this mobile partnership felt like the next logical step.

Our decision to take our MVNO business to EE was driven by our ambition to further improve the experience for Asda Mobile customers, by taking advantage of a bigger and faster network, with first class network coverage – and offering even better value.”

Asda claims to have selected EE due to the “strength of its network, its strong industry reputation, and its flexible and technologically advanced MVNO platform“. But it’s interesting to note that the deal makes no mention of their latest superfast 4G (1800MHz LTE) network and without that advantage then Three UK are probably faster for 3G.. at least for now.

UPDATE 5:30pm

EE have issued a correction, apparently it’s “late October” now.