Mobile by Sainsbury's tackles Tesco in supermarket phone war

Every little helps, or something like that

You might not love the name but Mobile by Sainsbury's may be able to offer you a smartphone at a price which you are instantly attracted to later this summer.

Sainsbury's isn't becoming a mobile operator itself, instead it's teamed up with Vodafone which will provide the masts (read: signal) for any device you purchase through the superstore - while O2 is powering the rival Tesco Mobile operation.

The "try something new today" brand promises that Mobile by Sainsbury's "will reward customer loyalty, offer great quality value-for-money mobile products together with attractive offers - and of course Nectar points", although we're yet to see tariff or handset prices.

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Phones and Tablets Deputy Editor

John (Twitter, Google+) got his first phone aged 12 and since then he's been fixated on all things mobile, churning his way through a multitude of handsets, tablets and operating systems. Signalling his arrival at TechRadar by becoming a Guinness World Record holder in his first week (for the highest score on Super Mario Bros using a giant controller), John hasn't looked back since.