Vodafone has pledged to slash the price of using a smartphone for UK consumers travelling in Europe.
The new pricing provides daily and monthly rates for customers to use their domestic smartphone data plans when they are abroad. Those who travel occasionally can take a domestic data plan abroad for €2 per day, which represents a cost reduction of up to 60% over existing plans and includes an increase to the data allowance.
Meanwhile, frequent travellers can select to take a price plan which includes data roaming within their monthly domestic package. Both offers are available for consumer or business customers.
The new plans will be rolled out in Vodafone’s major European markets during November and December 2010, in time for the winter holiday season, and across the company’s entire European footprint by summer next year.
The announcement is backed by a major marketing campaign with the strapline ‘feel free to use your smartphone abroad’.
Vodafone CEO Vittorio Colao said: ‘This is the year of the smartphone and we want our 35 million European data users to feel free to use their devices in Europe in the same way as they do at home. We expect smartphone sales in Europe to grow from 32% today to more than 70% by 2013, and we want to drive that growth with what we believe to be the best value, market-leading roaming data packages.’