Stories

Vodafone UK is changing the mobile industry’s approach to Pay as you go customers

July 19, 2017

By David James, Head of Commercial Marketing | Vodafone UK

When customers tell us what they want, I’m all ears. Having listened closely to customer feedback, it’s clear to me that the mobile industry has got to be more responsive to customer needs. This is especially true in the Pay as you go market, where mobile providers have traditionally been slow to change.

I believe our industry can do better. When our Pay as you go customers told us they wanted more value for money, we took action. Here’s a quick look at what we’ve done – from a full rollover plan to a revamped set of offerings – to change the mobile industry’s approach to Pay as you go, and give our customers more of what they want.

Roll over your minutes and texts as well as data

In December 2016, Vodafone was the first telco to introduce a Pay as you go data rollover. This allows customers who purchase one of our Big Value Bundles to carry over any data they don’t use in one month to the next month, so they never have to waste a single byte.

Later this summer we’ll be launching Total Rollover, which enables Big Value Bundle customers to rollover any unused minutes and texts as well as data, another industry first. So if you don’t use all your voice calls and texts, you can still enjoy the same rollover benefits as you would for data streaming. It’s all part of Vodafone’s ongoing effort to banish the industry’s ‘use it or lose it’ approach to Pay as you go customers.

To take advantage of Total Rollover, customers just need to top up to renew their Pay as you go plans within the 30-day period each Big Value Bundle lasts for. Any unused minutes, texts and data will roll over into the next 30 days, adding to the new allowance. Sorted!*

Introducing the £5 Big Value Bundle

Pay as you go customers who mostly call or text get even more value for money with our new plan, the £5 Big Value Bundle. With 100 minutes of calls, 250 texts and 100MB of 4G data on offer, our latest plan is one of the best entry level deals in the market right now. It’s particularly good for those who’ve never tried a Big Value Bundle before – and we’re not stopping there.

More data for the same great price


We’ve also made changes to our £10, £20 and £30 Big Value Bundles to give customers even more value for money:

  • £10 gives you 1GB of 4G data, double the original allowance (and twice the equivalent offers from O2 & EE)**
  • £20 gives you 6GB of 4G data, up from 4GB (and twice the data of EE & 50% more than O2)**
  • £30 gives you a whopping 20GB of 4G data, up from 12GB (matching the biggest bundle available from O2)**.

Big savings when our Pay as you go customers roam

The savings don’t end there. Our customers told us they want more value for money options when they travel, so we abolished roaming charges in 50 European destinations, including many countries outside the EU, such as Switzerland and Turkey. This means customers can use their phone like they do at home in any of these 50 European destinations. It’s great news for our Big Value Bundle customers: you’ll now be able to use your inclusive allowance of data, minutes and texts in the UK or our Europe Zone at no additional cost.

And from 5 August, if you’re travelling outside our Europe Zone, we’re offering cheaper data rates in even more destinations than ever before. This means customers traveling to holiday hotspots farther afield – like the US and Australia – pay just 10p/MB of data. That’s a big saving compared with our previous rate of £5/MB for the first 25MB of data.

Vodafone is leading the industry with Pay as you go plans that are easy to understand and offer great value. We’ll be rolling out more initiatives over the coming year, so watch this space!

Notes to Editors

  • *For Big Value Bundle terms and conditions, please visit: https://www.vodafone.co.uk/terms-and-conditions/consumer/mobile/pay-as-you-go/big-value-bundle/index.htm
  • **All price comparisons to equivalent offers from O2 and EE valid as at July 12, 2017