Phones 4u is launching its own mobile phone network in a bid to extend its mobile retailing business into mobile service provision.
The Life Mobile service will be a mobile virtual network operator (MVNO) run atop of EE's network in the UK and is set to go live in March 2013.
Tim Whiting, group chief executive of Phones 4u , said in a statement on Tuesday: "We are delighted to be extending our longstanding partnership with EE in order to add Life Mobile to the extensive range of products and services available at Phones 4u."
Initially, the network will only offer 2G- and 3G-based options but both EE and Phones 4u confirmed that the new network would begin offering 4G services before the end of 2013, by which time its other major competitors should also have their 4G services up and running.
Once the Life Mobile network is open for business, customers will be able to sign up in all 150 store in stores in Currys and PC World outlets, as well as via Phones 4u 's own shops, website and by phone.
Phones 4u is the most recent company to select EE as the provider to underpin its MVNO. In total, EE said this is the 25th MVNO that it has signed up, including "The People's Operator", a London-based network that puts 25 percent of its profits into a profitable foundation.