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While AO Mobile is in its infancy, Mobile Phones Direct was founded in 1992 and like AO Mobile, retail on behalf of the UK’s 4 biggest network providers; EE, Vodafone, O2 and Three. While Mobile Phones Direct started out with retail stores and outlets around the South of England, building enviable relationships with the best network providers and phone manufacturers, they have been a pureplay online retailer since June 2011. Now with many industry awards and accolades including ‘Best Online Retailer’ 6 years running, Mobile Phones Direct continues to go from strength to strength. AO Mobile will harness the expertise and experience from Mobile Phones Direct and pair this with the outstanding customer service track record of AO.com to bring customers of AO Mobile exciting propositions across the best networks and handset manufacturers to be the UK’s #1 choice for mobile phones.