IKEA looks to get in on a piece of the wireless pie

Go in for an EKTORP sofa and come out with a cellphone? The combination doesn’t seem likely. However, Swedish furniture mammoth IKEA recently rolled out news that it has become an MVNO (renting wireless carrier services via T-Mobile) and plans to offer ’pay as you go’ service in the USA and  UK markets. I guess the connection is of course that the stores already have a captive audience since shoppers spend hours on end browsing, shopping, & eating quirky European goodies!