Dial-a-phone 4u?

Phones 4u swallows competitor

By Bill Ray, 21st February 2008

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Phones 4u is buying Dial-a-phone, marking a significant expansion of the high-street retailer into direct sales via phone and on-line.

Dial-a-phone runs a couple of websites and a phone-line ordering service out of Kentish Town and Northampton. Its 300 staff sold over 120,000 contracts in 2007. But that's small potatoes to Phones 4u, with its 440 high-street shops and online sales operation.

No financial details of the deal are available, but Phones 4u intends to keep the Dial-a-phone brands (Dial-a-phone and Mobile Express) operating. Some staff, no doubt, will be synergised out of a job, but there are apparently no plans for a big cull.

The deal is expected to complete by the end of the month, upon completion of the mandatory staff consultation. ®

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Posted Friday 22nd February 2008 10:01 GMT

kerlmann

@Sam Kirkpatrick

"I've no personal experience of Phones4u, and haven't found them any more pushy than any other mobile sales stores."

If you've no personal experience of them, how can you have found them no more pushy than others?? Doesn't make sense.

I work in the industry and ALL the customers we speak to are unanimous in their condemnation of P4U's sales approach - I've not found anyone with a good thing to say about them. Most of the networks' own stores are now committed to offering an experience that's diametrically opposed to P4U.... it's a slow process, but it's starting to happen.

Posted Thursday 21st February 2008 18:07 GMT

Anonymous Coward