Online electrical store AO.com has launched a mobile business it claims will offer customers cheaper prices and a simpler way to buy.

AO Mobile offers deals from across the four UK mobile networks and all handset manufacturers with contract, SIM-only and handset-only options available.

John Roberts, AO founder and chief executive, said: “This is a gamechanger for customers because we’ve built AO Mobile for today’s world. Customers tell us that they find buying mobile and connectivity complicated. From today, we’re making it easy to choose what’s best for them with easy-to-understand pricing and fantastic service.

“We can make it cheaper because AO Mobile customers don’t have to pay for hundreds of high street stores with thousands of sales staff.”

AO Mobile deals include a Samsung A10 on Vodafone for £24 a month; the Huawei P30 Lite on EE at £29 a month; or an exclusive deal of a Samsung Galaxy S10 on O2 with 120gb at £55 a month.

During August, AO Mobile contract customers will receive a digital reward card, pre-loaded with up to £250 available to spend on AO.com. The exact value of the gift card will depend on the value of the contract you sign up to.

“When it comes to telecoms, buying a mobile is a minefield of confusion and pretty average service. Customers deserve better and that’s where AO Mobile comes in,” said Roberts, “Add our launch offer of up to £250 off at AO.com and it’s a no brainer.”

The launch of AO Mobile comes just over six months after it bought Mobile Phones Direct Ltd, the UK’s largest pureplay online mobile phone retailer.