Media-Saturn. Metro Group's electronics division has announced that it will launch its own branded Mobile Phone Network in Germany. The "Media Markt Smartphone Tariff" and "Saturn Smartphone Tariff" which start at a monthly flat rate of EUR 8.99 and will use mobilcom-debitel’ network. Wolfgang Kirsch, CEO of Media-Saturn Deutschland GmbH said that “Media-Saturn is the market leader when it comes to selling mobile devices. This opens up additional potential for added value that we want to use so that we can further enhance our position as service experts".
This is a brave move for Media-Saturn and is likely to be taken up by consumers who want a cheaper deal. However, this may prove to be a distraction to its current strategy which needs to focus on building its online and multichannel capabilities.