About This Platform

Since June 2014, PhoneIsMobile has been built quietly.

No launch campaign.
No personality branding.
No founder spotlight.

Just structure.
Just record.
Just mobile phones — and the people who carried them.

Mobile phones did not simply evolve.

They became personal infrastructure.

They carry messages, contracts, banking, memories, work, identity. They are renewed every 18–24 months, often without recalculation. And that repetition creates behavioural patterns.

For over eleven years, this platform has documented those patterns across brands, networks, budgets, and eras.

Some loved their phone.
Some still use it.
Some regret upgrading.
Some never would.

This page does not chase stories.

It collects them.

Because phones are not just devices.

They are decision cycles.

Before this archive, there was the market itself.

Selling mobile contracts across major UK networks.
Leading outbound telesales teams.
Speaking daily with business owners, procurement heads, and residential customers.
Handling objections, churn, upgrades, and margin pressure.

Building a telecom company from £400 startup capital into £200,000 turnover.

Operating inside national control centres supporting real-time infrastructure.
Managing SLA-driven technical environments.
Escalating faults.
Logging signals.
Resolving under pressure.

Selling advertising tied to global sporting events.
Prospecting and closing structured IT accounts.
Studying consumer behaviour long before dashboards made it fashionable.

Thousands of conversations.

Across income levels.
Across industries.
Across decision profiles.

Patterns emerged.

People do not overspend because they are irrational.

They overspend because systems are misaligned.

Independent research has repeatedly supported this. Analysis of tens of thousands of UK mobile bills has shown that the majority of users sit on the wrong tariff — either too large, too small, or poorly optimised.

OFCOM continues to address transparency issues, mid-contract price rises, switching friction, and bundled handset complexity. The structural imbalance in the market is not theoretical. It is ongoing.

The problem is not lack of choice.

It is unmanaged choice.

That insight shaped PhoneIsMobile into more than an archive.

It became a behavioural framework.

Light users.
Medium users.
Heavy users.
SIM-only flexibility.
PAYG cost control.
SIM-free ownership.
Contract trade-offs.

The objective is precise:

Match the package to the way you actually live — so you neither overspend nor underbuy.

Clarity reduces regret.
Structure restores control.

Long before modern frameworks, early foundations in Pascal and COBOL shaped a deterministic mindset.

Explicit logic.
Clear control flow.
Defined outcomes.

A period studying cybernetic systems reinforced something essential:

Feedback loops govern behaviour.
Signal must be separated from noise.
Structure determines results.

Telecom contracts are systems.
Operational control rooms are systems.
Websites are systems.

When systems are aligned, friction drops. That same structural discipline eventually produced Good Head Assistant - a deterministic tool born from the need to stabilise the invisible layer behind web pages.

It did not appear by accident.

It emerged from years of pattern recognition.

Mobile first.
Structure second.
Alignment always.

This is the first time, since 2014, that a name appears here.

Not because the journey is complete.

But because systems are stronger when they are shared.

If you want to move fast, you go alone.

If you want to build something that lasts, you build together.

So join the record.

You can add your mobile experience from the main archive on the homepage. 

Tell us what phone you carry.
What’s under the hood.
Why you chose it.
Why you kept it.
Why you upgraded.
Or why you didn’t.

Or simply say hello.

Because this archive is not finished.

It is evolving.

And the story of mobile is still being written.

—

Baba Babatunde
June 2026 –