// Dixons Carphone announces an exclusive, multiyear partnership with Vodafone
// It comes after the retail giant was shunned by EE and O2 last year
// Dixons Carphone’s new deal with Vodafone is based on a share of the margins, as opposed commissions for each new customer signed up
Dixons Carphone has struck an exclusive, multiyear partnership deal to sell Vodafone mobile plans across its 300 stores.
The move comes as a lifeline for the electricals retail giant after it had been shunned by other mobile phone providers – especially EE and O2, both of which ended their contracts with Dixons Carphone last year.
Under the new partnership, Vodafone will underpin Dixon Carphone’s new mobile offer – launching later in the year – alongside the business’s award-winning mobile virtual network, iD Mobile.
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Dixons Carphone’s problems with mobile phone providers started when former chief executive Alex Baldock sought to renegotiate “unsustainable” contracts three years ago.
The firm, which owns Currys PC World and Carphone Warehouse, endured financial penalties because it could not reach sales targets agreed with mobile phone providers when selling their devices.
Dixons Carphone’s new deal with Vodafone is based on a share of the margins, as opposed to previous deals which saw the retailer earn a commission from the phone providers for each customer it signed up.
In the wake of the new deal, Dixons Carphone said it has made “significant overall progress with its mobile transformation”.
“We’re delighted to develop our long-term partnership with Vodafone which will see them become our exclusive MNO partner ahead of our new mobile offer launching later this year,” Dixons Carphone chief commercial officer Ed Connolly said.
“Together, we’ll provide an exciting and innovative new mobile offering designed with modern customers’ needs in mind.
“The new offer will give customers better flexibility, transparency and value and is the final step in the transformation of our mobile business.”
Vodafone consdumer director Max Taylor said: “This is a very exciting new agreement for us, that ensures connectivity to our award-winning network is made available to even more people across the UK.
“This is a completely new and exclusive arrangement, which will drive customer experience improvements and value growth for both parties.
“The partnership gives us the opportunity to work more closely together than ever before, focusing on creating more innovative mobile solutions for customers.”