AO launches ‘game changing’ mobile phone business

John Roberts believes AO's mobile business can be a 'game-changer'

Electricals and white goods etailer has unveiled a mobile phones business designed to “shake up the market”.

AO aims to take on incumbents such as Dixons Carphone and believes its ‘no stores’ business model will enable it to offer shoppers better value.

The new online store,, offers a large choice from the four UK mobile networks and all handset manufacturers. Contract, SIM-only and handset-only deals are all available.

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