The Co-op (Co-operative Group) has become the latest supermarket chain to get on board and attempt to milk the mobile cash cow, setting itself up as an MVNO (mobile virtual network operator) piggybacking off EE's network.
Co-operative Mobile Pay As You Go will be offered in close to 4,000 stores across the UK, and is being launched in partnership with The Phone Co-op.
The supermarket's mobile PAYG SIM card will boast low cost national and international rates, it claims, particularly when calling other Co-op subscribers. The supermarket is making a big thing about cost, and also notes that it won't bleed as much money as possible out of customers by rounding up calls to the nearest minute.
Vivian Woodell, founder and CEO of The Phone Co-op, commented: "Up to now, consumers have been forced to accept that if you want to get very good national rates, you'll have to pay a lot for an international call, and vice versa, or that you'll be charged an arm and a leg for calling 0800 or 0845 numbers. Some providers have low 'headline rates' but then charge for a whole minute when you've just spoken for a few seconds."
"With The Co-operative Mobile that won't happen, and it's the combination of all these features that makes us so different. We're proving it's possible to have all these benefits in just one SIM card."
The Co-op SIM card will start from 99 pence, and will be rolling out to stores this month, though you'll also be able to get it online.