ASDA has announced plans to launch AsdaPrice, a phonecard which will undercut BT’s equivalent by up to 66%. According to Alan Leighton, Asda’s chief executive, the major phone networks are making excessive profits on ordinary phone-calls: 'Anyone who’s been shocked by their phone bill knows how overpriced the UK phone market is. By bringing AsdaPrice into this market, we’ll be helping to eliminate profiteering and introduce value.' The phonecard started trials at the Pudsey (Leeds) hypermarket in early October and, if successful, will roll-out to the rest of Asda’s 214 outlets before the year end.