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Vince Russell

Apple and Samsung meet the needs of the majority of our customers initially

auction: there was a bunch of considerations such as the quality of the network, the price, the service and their willingness to give us what we need to innovate with our roll, mix and sync features. That’s why we picked Telefonica, it has a great network, it got great customer satisfaction and it’s the only one committed to rolling out 98% 4G coverage by next year, so the commitment is there.’ He later added: ‘The point to note over time is the way we’ve built our very deep MVNO – we could move network at any time in the future with no disruption to our customers. We own the full customer experience, all the way through to the SIM.’

Up next

Though starting as a SIM-only

proposition, Sky Mobile plans to offer devices from spring 2017 onwards, announcing its two planned suppliers – Apple and Samsung. Asked about additional manufacturers, Russell answered: ‘The handset market is quite dynamic, we have the flexibility to get the handsets we need if something becomes a must-have device, but I think we’re very happy that Apple and Samsung meet the needs of the majority of our customers initially.’ When asked whether additional services such as insurance and accessories would be part of a future expanded offering, he continued: ‘I think what we’re doing today is the first step, we’ve got a long list of things we want to bring to customers, we just need to make sure at every step of the way customers get the great

services they expect. In time, we’ll be bringing additional services to our mobile customers but we won’t have insurance

at launch.’ Though unable to provide targets for Sky’s Mobile in 2016, Russell compared the launch to the birth of the company’s broadband offering: ‘We’re not going to talk about any targets specifically – needless to say we always set ourselves very challenging targets, I was involved when we launched broadband 10 years ago, now we’re very closely second-largest ISP in the UK with the highest scores for customer satisfaction. so we don’t enter into this lightly either.’ December 2016


Mobile December 2016  
Mobile December 2016