French supermarkets hurry to offer own-brand mobiles

The rush to offer consumers branded handsets continues to gain pace in France as a third supermarket chain joins the fray. The retailer Casino Guichard-Perrachon has announced the launch of an own-brand mobile phone offer, following that from Carrefour and Auchan, through a partnership with Swedish-based MVNO, Tele2.

The company said that it would sell a pay-as-you-go mobile under the 'Casino Mobile' brand that would initially be available at the retailer's Geant hypermarkets and around 100 supermarkets, with a view to rolling it out rapidly to most of its French stores. However, given that Carrefour and Auchan are already marketing their cell phone, and Leclerc is due to launch an offer next month, the smaller Casino might struggle in a market that would appear to be over supplied.

For more on this:
- read the story at MoneyCNN