launches mobile phones business has launched a new mobile phone offering AO Mobile, selling handsets from the UK's four network operators. 

The dedicated website claims to provide consumers with cheaper mobile phone contracts as well as a simpler way to purchase. Founder and CEO, John Roberts, said this is possible due to AO’s online-only proposition.

“This is a gamechanger for customers because we’ve built AO Mobile for today’s world,” he said. “Customers tell us that they find buying mobile and connectivity complicated. From today, we’re making it easy to choose what’s best for them with easy-to-understand pricing and fantastic service.

“We can make it cheaper because AO Mobile customers don’t have to pay for hundreds of high street stores with thousands of sales staff.”

AO Mobile is run by the Mobile Phones Direct department – a brand AO acquired at the end of last year for £32.5 million.  All four of the UK’s mobile networks will be available, as well as all handset manufacturers, with contract, SIM-only and handset-only options.

To celebrate the launch AO is offering customers up to £250 off at

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