With sim-only tariffs offering such good value for money networks have started to realise they are losing customers from their prime long term contracts, so expect news like this to become ever more frequent...
Aiming to entice back users, Vodafone has announced it will be cutting £10 per month on all its £35 and £45 18 month contracts. This works out as a fairly significant £180 over the term of the contract and 28 per cent and 22 per cent discount respectively.
Funnily enough in an effort to promote the deal (which I'd argue is fairly self promotional) Vodafone has done some market research to discover 52 per cent of punters believe an extra £10 per month would make a significant difference to their budgets (£10 difference, no less). Vodafone then spent more cash investigating ways we could spend this extra tenner which - as is usual for these things - range from the obvious to the bizarre.
A word of advice Vodafone: we like the £10 saving idea - very nice, but instead of wasting cash telling us how to spend our money let's see you reduce contracts £11 per month instead...?