iD Mobile MVNO and MATRIXX Digital Commerce

Discover how Carphone Warehouse created a new digital brand to win millennial customers in the UK.





iD Mobile is the fastest growing MVNO in the UK Market with over 800,000 post-paid customers
800,000+ contract subscribers within just two years of launch
Unique value proposition based around bill capping, inclusive roaming and data rollover
Number 1: Fastest growing UK MVNO in history

Increased customer satisfaction, real-time customer facing balances increased NPS by 30 points

iD Mobile and MATRIXX

iD Mobile solution manager Mohamed Fahmy, explains how MATRIXX Digital Commerce gives their customers flexibility and control:




A new MVNO from one the UK’s biggest retailers

Carphone Warehouse is the largest independent mobile phone retailer in the UK and part of the UK FTSE 100 retail group, Dixons Carphone.  
The iD Mobile service was launched in May 2015 and operates on the Three network.

Creating the iD brand, a new mobile service created around the individual:


"Sitting behind iD Mobile is an innovative IT platform, which allows us to offer highly personalised plans to our target segment " -  Sebastian James, Group Chief Executive, Dixons Carphone




iD Mobile Ambition

iD Mobile partnered with MATRIXX to bring a disruptive digital proposition to the UK market. Their key objectives:

  • Build a customer centric digital brand offering greater value, customer control and increased contract flexibility
  • Deliver a market leading real-time experience where customers can instantly personalize their plans, view all charges, set spend limits and share balances
  • Leverage innovation to differentiate iD Mobile from operators EE, Three and Vodafone, as well as other MVNOs, such as Tesco Mobile and Virgin Mobile

On-demand experience

With MATRIXX Digital Commerce, ID Mobile delivers a disruptive experience tailored to millennial preferences for powerful customer control and deep personalization. 



MATRIXX in action

iD Mobile customers can rollover all their data usage: 

ID Mobile Timeline_5.png


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