Is Vodafone’s exclusive deal with Currys designed to keep others out when the market picks up?

The press coverage was wall to wall last week after Vodafone announced it had signed an  exclusive distribution deal with Currys, the new brand that incorporates all the old brands of Dixons Carphone Group.

But it seemed to pose more questions than it answered, not least for iD Mobile, the Dixons Carphone MVNO.  The team there had to put out a statement to confirm that the deal doesn’t impact the iD brand or its agreement with Three, the network behind the MVNO.

Of course the big question is why Vodafone, and why now?

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