There is an app for almost every area of life that makes our everyday lives easier – except for mobile phone contracts themselves. It takes websites, hotlines, shops, effort and a lot of patience. We were asked to design and launch a new mobile phone brand in the discount segment, radically focused on simplicity: with one app, one plan and monthly cancellation. But without having the assets that make the competition strong: no bricks and mortar, no sales force, no price promotions, no plan options. We wanted a lot. We had little. So we stripped away more – anything that didn’t look or feel like a really good mobile experience. The resulting frictionless and effortless service was our bet on referral growth. And it paid off.