Phones4U is making a bid to grab a larger share of the direct sales market via phone and online selling by buying one of its main rivals.

The mobile phone giant is buying Dial-a-phone for an undisclosed sum.

Dial-a-phone runs several websites and a phone-line ordering service out of Kentish Town and Northampton.

According to online reports, its 300 staff sold over 120,000 contracts in 2007.

Phones4U, in comparison, has 440 high-street shops as well as an online sales operation.

Phones 4u intends to keep the Dial-a-phone brands (Dial-a-phone and Mobile Express) operating.

There has been no information on what will happen to staff but apparently there is not to be a big cull.

The deal is expected to complete by the end of the month.

>> Via - The Register