Carphone Warehouse created a new digital brand to win millennial customers in the UK.

Customer Case Study: iD Mobile

iD Mobile’s Ambition

iD Mobile partnered with MATRIXX to bring a disruptive digital proposition to the UK market. Their key objectives:

  • Build a customer centric digital brand offering greater value, customer control and increased contract flexibility
  • Deliver a market leading real-time experience where customers can instantly personalize their plans, view all charges, set spend limits and share balances
  • Leverage innovation to differentiate iD Mobile from operators EE, Three and Vodafone, as well as other MVNOs, such as Tesco Mobile and Virgin Mobile
iD Mobile phone

The Results

iD Mobile is the fastest growing MVNO in the UK Market with over 800,000 post-paid customers.


contract subscribers within just two years of launch

Number one

fastest growing UK MVNO in history

Unique value proposition

based around bill capping, inclusive roaming and data rollover

Increased customer satisfaction

real-time customer facing balances increased NPS by 30 points

Sebastien James
Sitting behind iD Mobile is an innovative IT platform, which allows us to offer highly personalized plans to our target segment.”
Sebastian James Group Chief Executive, Dixons Carphone

A New MVNO From One of the UK’s Biggest Retailers

Carphone Warehouse is the largest independent mobile phone retailer in the UK and part of the UK FTSE 100 retail group, Dixons Carphone. The iD Mobile service was launched in May 2015 and operates on the Three network.

Creating the iD brand, a new mobile service created around the individual.

iD Mobile customers can rollover all their data usage.

iD Mobile Continues to Bring Innovative Offers to Market

iD Mobile timeline

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