iD Mobile
Delivering a new and improved mobile customer experience for leading MVNO
Services
Key achievements
A new native app was designed, developed and delivered
App Store rating was improved from 2.3* to 4.5* on both iOS and Android
Mobile has become a more effective channel for customer acquisition and retention
2 million subscribers are using the app to self-serve, reducing customer contact volume
What you need to know
iD Mobile is a leading Mobile Virtual Network Operator (MVNO) offering great value plans with inclusive roaming across 50 destinations, data rollover, and flexible add-ons on a reliable, award-winning network. In December 2022, iD Mobile selected Apadmi to help transform their mobile customer experience across iOS, Android and web.
The original iD app was built on an outdated platform and had a number of limitations that were stifling the company’s growth. iD Mobile’s existing app lacked analytics, modern infrastructure and comprehensive self-service capability. As a result, the app failed to provide the level of customer experience that iD Mobile wanted to achieve. Recognising the importance of improving UX, and with a commitment to ‘do more’ for customers, iD Mobile selected Apadmi to guide them through a phase of transformation, aiming to overhaul their app to deliver enhanced functionality and user experience.
Discover the story behind the app
What we did
Apadmi took a strategic approach to revamp iD Mobile's customer experience, leveraging its expertise to deliver a comprehensive solution. By rebuilding the app on a modern, native platform in Swift and Kotlin, as well as the Self-care web application, Apadmi ensured scalability and flexibility, setting the stage for future innovation. An API‑driven architecture on MuleSoft has enabled rapid iteration, allowing the app to evolve with customer expectations and the pace of subscriber growth. The focus was on enhancing features and performance to empower customers to manage their accounts independently and seamlessly.
Personalised upgrade recommendations for handsets and tariffs were integrated to drive engagement and revenue. Apadmi's emphasis on user-centric design resulted in an intuitive interface, enhancing the overall user experience and satisfaction. The app also added new features, including multi-subscription management, and launched Roam Beyond add-ons to create new revenue streams.
How we moved the market
Through close collaboration with iD Mobile, Apadmi successfully reduced reliance on contact centres by providing robust self-service capabilities within the app. This not only improved operational efficiency for iD Mobile but also reduced inbound customer contact related to app-specific issues by 49% within 12 months.
The new app's enhanced reliability and performance minimised connection errors, contributing to increased customer satisfaction and retention. CSAT (Customer Satisfaction Scores) for app-registered customers is now higher than for non-registered customers. With the ability to handle increased traffic and concurrent users, the platform ensured smooth operation during peak times and has enabled iD Mobile to grow its customer base.
Apadmi’s App Optimisation specialists also supported iD Mobile to improve their App Store Rating. A new in-app prompt encouraged users to leave feedback and rate it in the App Store. Along with an effective community management strategy that included replying to App Store feedback, we achieved a huge improvement in the overall App Store Rating from 2.3* to 4.5*, showing just how pleased customers were with the new product. By modernising the app and focusing on user needs, Apadmi has helped iD Mobile strengthen its market position and encourage long-term customer loyalty.
Our Awards
Awards
The iD Mobile App has won the following Awards
- Finalist, Mobile Tech of the Year, Global Business Tech Awards 2026
Test drive
Try the app
Download the app today
