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ASDA picks BT to deliver 4G mobile services

4G on its way for ASDA Mobile customers as it extends its MVNO partnership with BT.

Supermarket super speeds

BT today announced an extension to its Mobile Virtual Network Operator (MVNO) agreement, using its EE network, with the UK supermarket chain Asda. 

The new deal will include access to 4G services for the first time and will allow Asda Mobile customers to enjoy faster speeds on their mobile devices from the spring.

The agreement is an extension of the previous five-year contract signed by EE, now part of BT Group plc, in August 2014, and takes the exclusive contract to the end of 2020.

EE’s 4G coverage today reaches almost three quarters of the UK’s landmass and this will extend to 95 per cent of the country by 2020. Asda Mobile expects to switch its customers across from 3G to 4G services during the spring.

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.

Richard Phillips, VP, Asda Mobile

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 19 million customers, we have a terrific opportunity to help Asda Mobile to significantly grow its business and customer base.

Gerry McQuade, CEO, BT Wholesale & Ventures

BT will deliver mobile voice and data services to hundreds of thousands of Asda Mobile’s customers on a wholesale basis via its EE 4G mobile network. Asda Mobile offers a range of great value Pay-as-you-Go and 30-day bundle pricing options.

As well as delivering the underlying mobile infrastructure and services to supply its customers, BT will continue to provide Asda Mobile will a fully managed customer service solution which includes first and second line call centre services, registrations, top ups, billing services and a full mobile network services portfolio in the UK and when roaming.  

This fully managed service has allowed Asda Mobile to achieve award winning customer service levels over the past year, with the virtual operator earning a Recommended Provider rating from Which?.

As part of the new agreement, BT will for the first time provide Asda Mobile with an automatic debit facility, which will allow PAYG customers to set up an alert to notify them when their credit is running low and automatically top up their credit by their chosen amount.

About Asda Stores Limited

Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers. It has more than 165,000 dedicated Asda colleagues serving customers across 606 stores, including 33 Supercentres, 336 Superstores, 33 Asda Living stores, 204 Supermarkets, and we’ve 26 depots and 18 Stand Alone Petrol stations. Its main office is in Leeds, Yorkshire and its George clothing division is in Lutterworth, Leicestershire. More than 17 million people shop at Asda stores every week and 98 per cent of UK homes are served by Asda joined Walmart, the world’s number one retailer, in 1999.

About Asda’s Price Guarantee

Asda’s Price Guarantee (APG), launched in 2011, gives customers the reassurance that a basket of groceries will always be 10 per cent better value than competitors, otherwise Asda will refund the difference. Powered by, the APG is the only independent, transparent online grocery price-checker in the world.

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