O2 has responded to increased competition within the UK iPhone market by cutting the price of its tariffs. The network is also set to offer SIM-only contracts.
The move follows the loss of O2's deal with Apple that saw the carrier sell iPhone handsets exclusively from launch up until the end of 2009.
Now, three other operators - Orange, Tesco Mobile, and Vodafone - are all eating up iPhone share, with O2 reacting to claims its own tariffs simply aren't competitive enough in this expanded market.
As a result, O2's cheapest contract has been shaved from £30 per month to £25 per month, 100 minutes, and unlimited texts and data part of the deal. The premium contract has also been cut, the £60 per month deal dropped to £45 per month.
Existing customers haven't been left out either.
The network offering a SIM-only deal for those who already own a handset. As such, a 12 month contract - which comes with 300 minutes, unlimited UK texts and wi-fi - will set customers back £15 per month, an alternative 30-day rolling contract from £20 per month ensuring all bases are covered.
"Customers habits are changing, with more texts being sent and data being used than ever before. We have listened to our customers and introduced a range of new tariffs with unlimited calls, texts and data offering real value for money," said O2 marketing director Sally Cowdry.
"We have also introduced a new £2 per day Internet Tethering Bolt On as we know our iPhone customers want to snack when they are using their iPhone as a modem. We have always been the home for texts and now want to extend that to being home for data."
Arguably, it's the arrival of Vodafone on the scene that has caused O2 the most upset.
The carrier managed to sell a record-breaking 50,000 units on its first full day as an iPhone retailer, a recent report - ironically enough, commissioned by O2 - also concluding that Vodafone has the fastest mobile phone web access in the most cities across the UK.
It's an angle Vodafone has seen fit to exploit in its marketing, the company proclaiming that the iPhone is now available on a 'network you can trust'.
Marketing Week
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
Top Stories
News
Apr 27th, 2024
PocketGamer.biz Podcast Week in Views E09 - Supercell's Squad Busters goes global, Embracer Group splits, and Apple's Vision Pro flops
News
Apr 26th, 2024
Week in Views - Squads busted, Apple crushed, War zoned and Snoozin' with the Snorlax…
Feature
Apr 26th, 2024
Speaker Spotlight: Dubai Future Foundation's Faisal Kazim on leading Dubai's gaming charge
Events
Esports Future Summit | Middle East | Apr 27th |
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Popular Stories
News
Apr 23rd, 2024
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
Apr 23rd, 2024