Executive Summary
The mobile category is full of big, established, famous brands. They spend millions and millions in marketing, and have millions of locked-in customers, kept where they are by length of contract and the general inertia that pervades the market.
And there are no shortage of small, challenger MNVOs (mobile virtual network operators), either.
So when Dixons-Carphone decided to launch iD, its own MVNO - ironically to reduce its dependence on the big behemoth networks it sells through its Carphone Warehouse retail business - it had its work cut out.
iD had to create a product roadmap and brand...