Over in the UK it's normally just the big four mobile networks that make the headlines on a regular basis. This time around though it's MVNO giffgaff - which runs off the O2 network. For the first time, the carrier is having a change in direction and from the end of November will sell smartphones in addition to just SIM only deals.
The good news for Windows Phone is that giffgaff will be selling four Nokia Lumia devices - the 520, 625, 925 & 1020 - something for every price point. Where things get even more interesting is the options available for payment of each handset, which utilizes peer to peer finance. Customers will be able to purchase the phone outright if they so desire or split the payments over a term - ranging from 6-24 months.
In addition, none of the Windows Phones will be network locked and the monthly payments can be increased/decreased to suit if required. Prices are yet to be confirmed, but if they are anything like we have always seen from giffgaff on their SIM only deals then they should be very competitive.
Whether you prefer to buy your phones the traditional SIM free way or spread the cost, it's another great option for the UK smartphone market.
Source: giffgaff blog