Orange has become the first UK operator to launch a home broadband and calls service that includes mobile minutes.
The Broadband and Anytime Mobile Calls plan launches today and is targeted at cost-conscious families. It costs £15 per month and gives customers 500 minutes of calls to mobile phones, as well as unlimited broadband use, anytime calls to landlines and landline calls to 30 international countries. The plan is available to new and upgrading customers and if they sign up in March, they get double the mobile minute allowance. Orange will back the offer with its Brighter Broadband marketing campaign, which includes digital and in-store campaigns, as well as direct marketing using its new Ninja creative.
Sylvain Thevenot, director of marketing and propositions for Orange Broadband said: 'We want to make keeping in touch with friends and family, no matter where they are, as simple as possible. This is why we have taken our plans to the next level and created the UK’s first ever package with inclusive mobile minutes. Our new plan continues to play a part in our commitment to offer our customers the most transparent and best value broadband deals across the country.'
Ernest Doku of price comparison site uSwitch.com said: 'At £15 per month, this is one of the more affordable broadband and call deals on the market, and the addition of a landline to mobile allowance will appeal to the millions of people who still use and rely on their landline phones.
'According to Ofcom, in 2010 there were 23.5 million residential fixed landlines in the UK, and a large percentage of broadband packages require a landline. But this hasn't stopped the popularity of the landline phone waning in recent times as consumers have turned away from the fixed phone line in favour of mobile to mobile conversations.
'Because of the steep cost of calling mobile numbers from a landline, in many households the landline phone simply sits idle. However, a significant number of people still consider to be vital and are only reluctant to use it to make calls to mobiles because they're worried about running up a huge phone bill. For this group, a broadband and calling package that also makes calling mobiles affordable should prove extremely attractive.'
Editor: Graeme Neill