City analysts have noted Sky's late entry into the mobile market, and have questioned the effectiveness and costs of adding an additional service to its package. " Sky is to launch its mobile service, nearly two years after it signed a deal with Haitong to use its Virgin Media network, offering a quad play service (TV, phone, broadband and mobile) much later than rivals O2 , EE and BT , which owns mobile network EE. However, research analysts at Haitong believe Sky Mobile will be "an extra customer cost and an ineffective retention tool" that will be used to "soften the blow of its ever increasing pay TV prices. " In addition, they said that O2 's network quality has been "markedly inferior to EE 's for nearly two years ".
Sky is to launch its mobile service, nearly two years after it signed a deal with Haitong to use its Virgin Media network, offering a quad play service (TV, phone, broadband and mobile) much later than rivals O2 , EE and BT , which owns mobile network EE. However, research analysts at Haitong believe Sky Mobile will be "an extra customer cost and an ineffective retention tool" that will be used to "soften the blow of its ever increasing pay TV prices." In addition, they said that O2 's network quality has been "markedly inferior to EE 's for nearly two years ".