Sounds like good news in the UK market ‘opening’ up to more distribution channels for the iPhone. Tesco’s annouced it plans to start selling the iPhone by the end of the year and promised to add value to the market, where prices are stagnating between O2 and Orange.

What this means is that Tesco will be just another distributor like the Carphone Warehouse - and so at first, it didn’t seem clear if customers will have a choice of O2 or Orange. Now we know that Tesco will be a distributor for O2.

It would be more exciting in the UK if Tesco had made their own deal with Apple to distribute the iPhone and allow customers to connect to the Tesco Mobile ’the MVNO’. What happens now with Tesco and pricing will depend if they can adjust the pricing. What could be worse for Tesco is if they have a supply problem which some staff at Carphone Warehouse say is continuing.

Tags: Apple, iphone, tesco

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Damien Saunders
An experienced management consultant and business leader interested in digital transformation, product centred design and scaled agile. If I'm not writing about living with UCTD (an autoimmune disease), I'm probably listening to music, reading a book or learning more about wine.
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