Wildlife Mobile MVNO launched by WWF


Ten per cent of revenues from pre-pay network will go directly to the charity

Charity WWF has launched its own SIM-only MVNO through Cognatel and Digital Spring Mobile.

Initially a pre-pay service running on the Vodafone network, 10 per cent of the net revenue from voice calls, texts and data services made through Wildlife Mobile will go directly to the charity.

A contract version of the network is set to be launched ‘at a later date’, and will be marketed – along with the pre-pat proposition – to existing donators to the charity.

The launch of the WWF service today (January 31) is the second major charity to launch an MVNO in the last two months with Age UK launching its service in December.

Cognatel CEO Mark Ashdown said: “Charities are always looking for new and imaginative ways to raise awareness and generate funds. This new mobile business model will allow charities like the WWF to implement a self-funding, revenue generating model that creates greater affinity with its supporters. In our capacity as an MVNA we have provided Digital Spring Mobile, and WWF with UK-wide coverage and supporting network services.”

WWF communications and fundraising director, Tobin Aldrich said: “Innovation in mobile fundraising is key. Not only does WWF Wildlife Mobile give us an unrestricted revenue stream, it also provides us with a compelling new channel through which to communicate with both existing and potentially new supporters.”