Sky is to launch its mobile service, nearly two years after it signed a deal with Telefonica to use its O2 network, offering a quad play service (TV, phone, broadband and mobile) much later than rivals Virgin Media, TalkTalk 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. The company has been criticised for not being able to compete on price in the UK market despite having more subscribers than any other operator. In addition, they said that O2's network quality has been "markedly inferior to EE's for a number of years".
Sky is to launch its mobile service, nearly two years after it signed a deal with Telefonica to use its O2 network, offering a quad play service (TV, phone, broadband and mobile) much later than rivals Virgin Media, TalkTalk 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 a number of years".