Online electrical retailer AO has launched AO Mobile, promising ‘no gimmicks’ and plans from as little as £12 a month.
Founder and CEO John Roberts said the move would ‘remove complexity’ and ‘keep mobile simple’.
The launch expands AO’s presence in the UK mobile market and builds on the company’s established position as a retailer of SIM-free and contract mobile phones.
AO Mobile’s first plan, Ultimate 500GB, is available for £12 per month for AO members and £18 per month for non-members.
The AO Mobile Ultimate 500GB SIM-only plan is based on a 30-day rolling contract, with coverage reaching 99 per cent of the UK population.
Roberts, who famously launched AO on the back of a £1 bet, was included in BusinessCloud’s inaugural Founders 250 list.
AO’s revenue for the year ended March 31st, 2026, grew 11.4 per cent to almost £1.3bn.
Roberts said: “We’ve been disrupting the status quo since 2000 to make things better, simpler and cheaper for customers.
“We want to remove complexity and keep mobile simple so that it’s easy for customers to understand.
“Our pricing is transparent, our contracts are flexible and our prices are fixed. For AO, this feels like the right approach because a mobile phone is so central and critical to everyday life.
“AO Mobile simplifies everything with just one tariff. AO members get 500GB for only £12 per month, including 15GB of EU roaming every month. No gimmicks, no price rises in the first 12 months, no surprises and a rolling 30-day contract.
“It is typical AO value. We don’t need to tie you in because you’ll never want to leave. It is simply amazing value, which is why AO is the UK’s most trusted electrical retailer.”
In 2024, AO acquired North West electronics retailer musicMagpie for £10m.
In July, musicMagpie founder Steve Oliver announced he would be leaving his role as managing director in September.
BusinessCloud’s Founder 250 list celebrates 250 of the UK’s best founder-led and founder-influenced businesses.
Founder 250 is sponsored by leading audit, tax and consulting advisory firm RSM UK, fast-growing law firm CG, property specialist OBI and investor Mercia Ventures.