CNN/Fortune's Techland blog reported yesterday that IKEA is launching an MVNO mobile phone service in the UK this Friday. We all know MVNOs haven't fared so well here in the States, but the concept has done much better in the UK. IKEA's mastered the art of low-cost home furnishings, so why not low-cost pay as you go cell phone service?
IKEA's "Family Mobile" will piggyback on T-Mobile's network, and the UK is the only country for which IKEA has announced plans. Other reports have the service operating under a model of offering voice minutes at one fixed price no matter the time of day or day of the week, and also offering text messaging on a pay-per-SMS basis.