Asda trials £5 pay-as-you-go tariff to boost market share

Asda trials £5 pay-as-you-go tariff to boost market share

Asda Mobile is seeking to increase its mobile market share with a pay-as-you-go trial that will see customers pay £5 for the equivalent of 100 minutes and 100 texts.

The supermarket giant is slashing its tariff prices for the ‘Everyday Bundle’ throughout this month by £11 in a bid to attract 18-34 year olds in particular, after Omnibus polling found 67% of the age range had no need for a fixed landline phone and 19% did not have a landline phone.

Under the deal, customers will now be able to top up a minimum of £5 instead of £10 on their Sim cards to receive the Asda standard tariff. New customers will need to pay an additional 50p for a Sim card or buy a handset to benefit from the trial offer. It is unclear how long Asda will offer the reduced price for and the bundle will only last for 30 days from the date of purchase.

Asda Mobile buyer James McMurrough said: ‘This offer redefines value for mobile phone customers and shows that traditional landline usage may soon be a thing of the past.’

The move comes as Asda confirms it is phasing out sales of landline phones in its stores to accommodate ‘a surge in the take-up of smartphones and plummeting sales of fixed-line handsets…driven by more affordable tariffs and feature-rich handsets’.

Asda’s most premium handset is the Samsung Galaxy S II, trading at £475, while its cheapest is the Samsung E1170, which costs £15. Vodafone is the supermarket's network provider and it promises 99% UK coverage.

Joe Fernandez

Written by Mobile Today
Mobile Today


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