Lidl Launches New Mobile Phone Plans

Lidl is establishing a new Mobile Virtual Network Operator (MVNO) through a partnership with 1GLOBAL to provide low-cost, digital mobile connectivity to its global customer base. The initiative aims to offer simple and affordable mobile plans to the supermarket chain’s more than 100 million customers worldwide.

As an MVNO, Lidl will operate as a virtual provider, leveraging 1GLOBAL’s existing technical infrastructure and worldwide network rather than building its own physical cellular network. This approach allows the company to offer mobile services while maintaining independent control over its offerings.

Digital Integration and eSIM Technology

A central component of the rollout is the integration of connectivity services into the Lidl Plus customer loyalty app. Users of the app will be able to purchase eSIM plans directly within the interface, providing instant access to mobile services through a digital SIM that does not require a physical card.

This integration extends 1GLOBAL’s products to over 100 million Lidl Plus users. Beyond the consumer-facing mobile plans, 1GLOBAL will also contribute to the development of STACKIT, the cloud service operated by the Schwarz Group, which owns Lidl.

We are democratizing mobile communications. In doing so, we are setting new standards and making affordable mobile communications easier than ever for our customers. By integrating state-of-the-art technology, we can meet the needs of millions of customers for uncomplicated connectivity for their devices.

Julian Beer, Executive Vice President of Purchasing at Lidl International

Market Expansion and Regional Availability

Lidl already provides mobile deals in several markets via its existing MVNO, Lidl Connect, with services currently active in Germany, Austria, and Switzerland. The new partnership with 1GLOBAL is designed to expand and innovate these connectivity offerings globally.

Reports indicate potential future expansion into the United States, France, and Spain. In the United Kingdom, Lidl is tipped to launch budget phone contracts as part of a larger £600 million investment. This broader investment strategy includes the opening of more than 50 new stores across the UK over the next 12 months, which is expected to create 2,000 jobs.

The move positions Lidl alongside other non-traditional telecommunications competitors such as Klarna and Revolut, which have also introduced budget mobile plans to their existing user bases.

Service Objectives

The partnership focuses on addressing the demand for flexible connectivity that does not require long-term contracts. The primary goals of the new MVNO include:

• Providing short-term, affordable mobile plans.
• Reducing barriers to reliable connectivity through digital-first onboarding.
• Strengthening engagement with existing Lidl Plus loyalty members.
• Offering a simplified user experience for device connectivity.

By utilizing 1GLOBAL’s tech stack and eSIM expertise, Lidl intends to make mobile communications as intuitive, flexible, and digital as possible for its international customer base.