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IKEA Family Mobile: Cellular Service with Some Assembly Required?

Despite the fact that the image above is a joke and that crazy wooden phone is not actually an IKEA handset, we are certainly not joking when we tell you that IKEA has just become the most recent addition to the MVNO game. The Swedish manufacturer / retailer let the cat out of the vacker yesterday when it announced plans to offer a new mobile phone service. Dubbed “Family Mobile”, the forthcoming service will run on the back of T-Mobile networks and will become officially available this Friday. Don’t get too excited now; IKEA is starting off slowly and will initially make the service available to Loyalty Card holders in the UK. It appears as though affordability and cost management will be the underlying themes and the only pricing information available at this point is 9p per minute for calls and 6p per text. Pricing is fixed regardless of time and day and so far all we know is that £10 prepaid cards will be available. IKEA employees who partake will also receive a bonus credit of £5 on their SIMs to start them off. Classy. So the next time you head out to your local UK IKEA for some Swedish meatballs and a $7 desk that will take no less than 36 hours to assemble, don’t forget to drop by the mobile counter and check out the goods.


Zach Epstein

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.