Morrisons to trial SIMs in selected stores in tie with pre-paid mobile operator, Now

Morrisons pilot

Morrisons pilot

Morrisons is launching a trial of SIMs with Now, a leading MVNO (Mobile Virtual Network Operator) specialising in international calling and low cost pre-paid mobile solutions. 

The agreement will see specialist mobile phones and accessories distributor Data Select, supply 50 carefully selected Morrison stores with Now SIMs until March 2014. All chosen stores are in locations with a culturally diverse demographic and a high level of international customers. 

Tony Ion, head of dales at Now, said: “An essential aspect of Now’s current strategy is to expose the brand to an increased volume of consumers. To have Now SIMs stocked by Morrisons, one the UK’s largest supermarket chains, is integral to this goal. Our commitment to transparent pricing and innovative tariff plans is well aligned with the Morrisons brand and will strike a chord with its customers.”

Now SIMs will be continually stocked throughout the agreement, with SIMs supplied in specially designed marketing wallets on clip strips for Morrison stores. Following on from the initial SIM launch it is planned that Now top-ups will be made available in Morrison stores later this year.

Andrew Davies, Now’s CFO, said: “We are delighted that our SIMs will now be available to Morrisons’ customers. Having our product, that looks appealing, in Morrisons is only half the battle and it is also essential that that we make the product as relevant as possible to consumers. An example of this is our 1-4-1 tariff plan that rewards subscribers with a free minute of international calling for every minute spent on a national call, reflecting the fact that the modern international caller also places calls within the UK.”