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Asda Mobile to move customers onto 4G after extending EE network deal

Wednesday, February 15th 2017 by Phil Wilkinson-Jones

Asda Mobile is to roll out 4G services in the spring after extending a deal to use EE’s network.

The extension takes Asda’s MVNO agreement with EE up to the end of 2020 and will see its customers moved across from 3G services in the coming months.

It will also make it easier for pay as you go customers to top up their credit.

Asda Mobile’s move from Vodafone to EE in late 2013 was reported to be “disastrous” for customers as they were hit by serious technical problems and given unclear advice by the supermarket.

But the provider has achieved award-winning customer service levels in the past year, earning a Recommended Provider rating from Which?

As well as delivering voice and data services – and the underlying mobile infrastructure – EE and parent company BT also provide Asda Mobile with a fully managed customer service solution, including call centres and billing services.

As part of the new agreement, BT will also provide Asda Mobile with an automatic debit facility that will let pay as you go customers set up alerts to notify them when their credit is running low and automatically top up their account.

Richard Phillips, vice president of Asda Mobile, said: “Asda is delighted to extend our partnership with EE as it allows us to provide faster speeds and easier top ups for our customers.

“Combined with our award winning customer service and excellent value, Asda Mobile becomes an even more compelling proposition for our customers.”

'Force to be reckoned with'

Gerry McQuade, chief executive of BT wholesale and ventures, said: “The strength and breadth of the EE 4G mobile network and our ability to provide excellent levels of customer service on a fully managed basis makes BT the ideal partner for Asda Mobile.

“We’re very proud to have helped them achieve award-winning levels of customer service and the move to 4G will only make them a stronger force to be reckoned with in the marketplace.

“With Asda stores boasting a footfall of 19m customers, we have a terrific opportunity to help Asda Mobile to significantly grow its business and customer base.”

Asda Mobile’s announcement follows EE’s success in the latest RootMetrics report.

The provider won every UK-wide award for the reliability and speed of its 4G network.

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