Asda Mobile Customers Finally Get 4G Access

Asda Mobile customers will be able to use 4G after the Walmart-owned supermarket extended its mobile virtual network operator (MVNO) agreement with BT-EE.

The MVNO switched from Vodafone to EE in August 2014 but until now users had been limited to 3G. The contract extension will last until 2020 and will see customers transferred from 3G to 4G in the “spring”.

BT will continue to manage Asda’s customer services, controlling billing, registrations and roaming. This is in contrast to “deep” MVNOs built by the likes of Sky and Virgin Media which take greater control over the customer experience.

Asda Mobile 4G

For the first time, Asda Mobile will be able to offer automatic top-ups to pay as you go customers for example.

“Asda is delighted to extend our partnership with EE as it allows us to provide faster speeds and easier top ups for our customers,” said Richard Phillips, head of Asda Mobile. “Combined with our award winning customer service and excellent value, ASDA Mobile becomes an even more compelling proposition for our customers.”

“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,” added Gerry McQuade, CEO of BT’s wholesale division.

“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.”

Rival supermarket Tesco offers mobile services over O2’s network while Sainsbury’s defunct MVNO operated between 2013 and 2016. Mobile be Sainsbury’s was scrapped because of a disagreement with partner Vodafone, although the supermarket indicated a willingness to return to the sector in the future.

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