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Cake Solutions help UNSHACKLED.com revolutionise the mobile phone market

 Newly launched Manchester-based UNSHACKLED.com is set to revolutionise the way consumers purchase and manage their mobile phones and contracts. UNSHACKLED.com is on a mission to simplify and unbundle mobile phone packages to give control back to the consumer and save them money, whilst breaking the existing mobile operator monopoly.

Currently, consumers are restricted by costly and uncompetitive pre-bundled mobile phone packages. UNSHACKLED.com liberates the consumer by allowing them to pick their own phone, their own airtime package from a large variety of MVOs and resellers, and then acts as a broker to source the consumer the most competitive finance deal to fund the purchase. Also, rather than tying consumers into lengthy two year contracts, UNSHACKLED.com enables consumers to trade in and upgrade their existing mobile phone and watch for more competitive network deals through the Mobile Watch feature. existing mobile phone and watch for more competitive network deals through the Mobile Watch feature. UNSHACKLED.com has been born to disrupt the mobile phone marketplace, so its CTO John Whittle was adamant that the ecommerce site was built on a solid and innovative technology platform, which positioned the retailer foremost as a technology company.

UNSHACKLED.com were looking to partner with a software consultancy, who could:

  • Build a platform, which was a Minimal Viable Product (MVP) in a short timeframe to meet the scheduled launch date.
  • Design a highly responsive open-sourced architecture that had the flexibility to scale with demand and scale down during quiet times, to ensure an optimum customer experience while remaining economical.
  • Create an adaptable solution, which can easily have new features and functionality added to it, so UNSHACKLED.com can rapidly react to market demand.
  • Architect the entire platform from the consumer front-end website to the core application providing the ability to: aggregate multiple data sources in order to compare and source competitive mobile phone and SIM packages; manage finance brokering; and facilitate payment.  
  • Apply its previous experiences of building e-commerce sites to create a forward-thinking, event-sourced solution that stepped away from the traditional monolithic three-layer web stack.

UNSHACKLED.com selected Cake Solutions as its technology partner as it met the criteria and had proven experience in building ecommerce platforms for market leaders, such as the MoneySuperMarket Group. Cake Solutions was also chosen because it is a partner of Lightbend, which offers a reactive application development platform, which enables developers to build high-performance applications that are elastic, resilient and responsive on open source technology.

Hear what UNSHACKLED.com had to say about partnering with Cake Solutions

Over an eight-month period, Cake Solutions has worked with UNSHACKLED.com to create a reactive ecommerce platform using open source technologies including Scala, Akka, and Cassandra. It has been built on fully automated cloud-first architecture with a focus on fault tolerance, resilience and scalability. Highlights include:

  • By taking a ‘cloud-first’ approach and utilising programming language like Scala – which supports distributed cloud-computing workloads that require concurrency and parallelism – UNSHACKLED.com will be able to maximise on the elasticity and cost effectiveness of the cloud, to scale its platform up and down in-line with consumer demand.
  • Using the AKKA framework – which is renowned for powering high volume financial services environments with near-zero downtime – Cake Solutions has developed a high performance aggregation solution. The solution reaches out to mobile service providers, network operators and financial lenders, to create a personalised mobile package, while ensuring UNSHACKLED.com has the ability to react quickly and outpace its competitors
  • UNSHACKLED.com has a Cassandra open-sourced database management system so it can handle large amounts of data to ensure high availability, so the consumer has the optimum online shopping experience. 
  • By creating a fully automated development and release process the UNSHACKLED.com technical team are able to fully support, manage and maintain their live platform with minimal support from the Cake Solutions team.


UNSHACKLED.com has a technology platform that can swiftly aggregate data from mobile phone providers and financial lenders, and can be clearly and simply presented to consumers, so they can quickly and easily compare mobile phones, SIM prices, plus financing options, and choose the most cost effective mobile phone package. By also having the functionality built into the platform to enable consumers to decide whether it’s financially viable for them to trade in their phone when they want to, unleashes them from the constraints of restrictive long-term phone contracts, which have unfortunately become the norm today.” says John Whittle, CTO of UNSHACKLED.com.


John Whittle - CTO, UNSHACKLED.com

"From the start, Cake Solutions’ determination and passion to develop an ecommerce platform that will help UNSHACKLED.com disrupt the mobile phone market and empower the consumer has shone through. Cake Solutions has quickly built a highly innovative solution and throughout the project has adapted to UNSHACKLED.com’s requests and just got on with it to get the job done".

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