ID Mobile


iD Mobile is a mobile virtual network operator operating in the United Kingdom as iD Mobile Limited, using the Three network. The company is a wholly owned subsidiary of Dixons Carphone, and its services were launched on 12 May 2015. Until April 2018, service was also provided in the Republic of Ireland, again using the Three network.

Products and services

All services use the 3G or 4G signal from the Three network. iD offers pay-monthly contracts for 24 months with a handset, or 30-day rolling SIM-only contracts. These can be bought online via the iD Mobile website, via iD Mobile telephone sales or in a Carphone Warehouse store.
Features include bill capping, tethering and rollover of unused data allowance.

Ireland

On 28 June 2017, Dixons Carphone announced their intention to remove iD Mobile from the market in Ireland. On 6 March 2018, Dixons Carphone announced the appointment of a liquidator to wind up the Irish arm of the company, after failed attempts to find a buyer.

Advertising campaigns

iD mobile started their network with the advertising campaign of being "Personal, Flexible, Control and Fuss free" as a tagline.
In 2016, iD Mobile used taglines "The network as individual as you are" and "#DoYourOwnThing". Advertising featured the Fletcher Street Urban Riding Club from North Philadelphia.

Financials

The company's immediate parent is Carphone Warehouse Europe Limited, which in turn is part of Dixons Carphone plc.
Profit in 2017–18 was £33.1m, on turnover of £120.5m. This followed a loss of £21.9m in the previous year, arising largely from changes in assumptions regarding customer behaviour.