// Pocket Picks //

In theory, anyone can set up a Mobile Virtual Network Operator (MVNO) - an operator that leases network capacity from established operators, rather than builds its own. Virgin Mobile, Tesco Mobile and Blyk are the most high-profile examples here in the UK, but now it’s been joined by Swedish retail giant Ikea. It’s launching its MVNO this Friday, initially to members of its loyalty scheme, and all 9,500 of its UK staff. Whether they’re allowed to refuse isn’t clear yet!  The MVNO will piggyback on T-Mobile’s network, and will be pay-as-you-go, implying that it’ll focus more on calls and texts than on data-related stuff. Will it be a success? The jury’s still out on whether people want non-mobile brands to become operators - if they did, Tesco Mobile would be the UK’s largest operator already, rather than a relatively niche MVNO. It remains to be seen what handsets Ikea chooses to sell though - if they do an affordable Nokia and throw in a couple of hot dogs, it could be a hit at the tills.