The beginning of the end for limited call, text and data bundles?
It had to happen eventually and it was unlikely to be Vodafone, O2, Orange or T-Mobile leading the charge…
Tesco Mobile has announced it will be launching the UK’s first ever ‘Unlimited’ monthly tariff that allows subscribers to talk, text ”and” surf as much as they want for just £30pm. The tariff will be a Sim only deal meaning no handset subsidies will be provided.
Yes, we’ll drive straight into the first question on everyone’s lips: what exactly does ‘unlimited’ mean in this case. Well, as you might expect, there is a fair use policy but with a ceiling at the equivalent of £500 worth of calls, texts and browsing per month it should be one that very few will ever reach.
“Ours is the only pay monthly deal that gives consumers truly unlimited calling and texting,” said clearly chuffed Tesco CEO Lance Batchelor. “You don’t have to choose if you’re a chatterbox or a texter, you can use your mobile as much as you want without having to worry about the cost. We believe that this will change the way people use their mobile phones. The new tariff aims to give people a simple, guaranteed way to have unlimited calls, texts and browsing. It takes away the concern and uncertainty about your monthly bill as it’s fixed at £30, meaning you can talk, text and browse freely.”
Interestingly, Tesco has a virtual network running off the back of a licensing agreement with O2 so we’ll be keeping a close eye on how the Spanish owned giant reacts to this move. After all, T-Mobile, Vodafone and Orange are unlikely to be perturbed by Tesco’s move on its own, but should it spring either O2 itself or 3 into action then soon concerns about our remaining credit may become a thing of the past…