High Street catalogue chain Argos, where you can buy a toaster, an exercise bike and a lawnmower all at the same time, is now offering telephone services.
And in an ironic twist, the move will also pit BT against itself.
In setting up a separate telecoms division, Argos has struck a deal with specialist telecoms firm Quip, which is 49 per cent owned by BT.
Argos Telecom launched its CallSave service this week and is promising automatic savings of 50 per cent on national calls, and 83 per cent on international calls, to BT customers who make the switch.
Anyone with a BT line can sign up for CallSave and customers do not have to change their existing number or pay a monthly fee. P>Kate Swann, managing director at Argos, said: "We are a major player in the telecoms market as we are already the number one retailer for landline phones."
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