MVNOs, as they are known, account for 19 per cent of the UK market, thinks Enders Analysis. On current trends they could surpass a quarter by 2028, according to Assembly Research.
It is possible. Traditional mobile carriers have strong brands, their own stores, and tie in users through combined network and handset deals. But as handsets last longer and refurbished kit gets more popular, customers are increasingly looking beyond traditional carriers, helped by online price comparison. In the UK, the proportion of handsets sold without a contract has risen about 50 per cent since the pandemic, according to Enders Analysis.