Sainsbury's launches mobile network

Supermarket follows in the footsteps of Asda and Tesco to launch its own mobile phone service designed to offer Sainsbury's customers better value for money.

Sainsbury's has teamed up with Vodafone to launch its own UK mobile network.

Mobile by Sainsbury's is said to combine the supermarket's "live well for less" brand promise with Vodafone's "unbeatable" coverage and reliability.

Launching later in the summer, the service will reward mobile customers who shop at Sainsbury's with special offers and extra Nectar points.

This is the latest of several moves into new technological areas, with the supermarket already having launched eBooks by Sainsbury's, MP3 downloads and most recently the video on-demand service Sainsbury's Entertainment.

Luke Jensen, Sainsbury's group development director said: "Our customers trust us to provide top-quality products and services at fair prices, and Mobile by Sainsbury's feels like a natural extension of our brand, as well as a great way to reward our customers.

"We look forward to developing a range of mobile products and services that will take the stress out of purchasing decisions in a familiar environment - offering what's right for them, whatever their needs may be."

Sainsbury's customers will be able to browse mobile handsets and find out about the latest deals at Phone Shop concessions within the supermarket's stores.

This isn't the first time a supermarket has entered the UK mobile industry, as both Asda and Tesco have already launched networks in partnership with Vodafone and O2 respectively.

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