Tesco rocks mobile phone world with smart moves

Tesco Mobile is the fastest-growing mobile retailer in the UK, which is a serious achievement for a supermarket non-food brand.

Tesco Mobile's strength lies not only in the name. Humorous ads and a distinctive brand identity, underscore a core proposition built on its clarity of offer, based on value. At a time when smartphones were exploding in popularity, Tesco Mobile bucked the trend by offering iPhone 4 on a 12-month contract when other networks demanded 24. It also offers free Clubcard points and triple-pay-as-you-go deals. And it is fast developing an excellent reputation for customer service, and was recently voted the favourite network for monthly or pay-as-you-go services for the second year by consumers in a survey by JD Power.

The winners