Asda has selected EE as the new network for its MVNO (Mobile Virtual Network Operator) offering. Asda Mobile customers will have access to EE’s network from late October. EE said it has been selected based on the strength of its network, its strong industry reputation, and its flexible and technologically-advanced MVNO platform.

The MVNO partnership builds on EE’s existing partnerships with Asda, including white-labelled in store wi-fi across the supermarket’s retail estate, as well as mobile services to Asda employees. The free, Asda-branded wi-fi service, has so far attracted almost half a million sign-ups.  

In addition, EE has supplied 700 iPads to stores and depots around the country to help Asda employees handle administrative work. It allows them to access internal apps and store planning from anywhere in the store and is supported by the in-store wi-fi service. Asda said this has provided seven hours back to store managers each week.

“EE already provides excellent service to our customers and colleagues by providing free wi-fi in store, and through our business-to-business contract, so this mobile partnership felt like the next logical step,” said Asda retail director, Mark Ibbotson. “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.”