AO, the electricals retailer best known for selling washing machines and TVs, has branched into mobile with the launch of AO Mobile. The new service runs as a light MVNO on the Vodafone network, with technology provider Digitalk powering the platform behind the scenes.

Rather than launching with a full range of plans, AO Mobile has opted for a single SIM-only tariff, priced at £12 a month for 500GB of data. It's a straightforward, one-size-fits-most approach that keeps things simple for customers browsing alongside their next appliance purchase.

It's an interesting move for a retailer with no obvious mobile heritage, and leaning on Vodafone's network gives it instant credibility on coverage. Whether a single 500GB tariff is enough to tempt shoppers away from established MVNOs remains to be seen, but as a low-risk way to add another revenue stream to AO's existing customer base, it looks like a sensible bit of diversification rather than a serious land grab in the crowded SIM-only market.

Whatever you think about AO the retailer, it sounds like a smart move to capture the household market of mobile users, that trust AO for consumer goods like fridges and washing machines, and give them the ability to tag on mobile. Time will tell if this works out to be a good deal for AO and for consumers.

What is your experience with AO the company, and Would you buy a AO Mobile phone deal ? Tell us below.