Three has launch an aggressive push into the prepay market, with a new back to basics tariff being backed by a sustained marketing campaign.
The operator said independent retail will play a crucial role in pushing the new tariff, which charges 3p per minute for calls, 2p per text and 1p per MB of internet. Three said the tariff is a way of removing complexity from the prepay market, 'bringing [it] back to its roots'. It said customers will not be forced to choose one value option over another.
Three's head of distribution sales Pete Butler said: 'Today’s pay-as-you-go launch sends a clear message that Three is serious about growing its share of the market. There’s nothing to match this tariff for pure pay-as-you-go value and independent retail has a significant role to play. This offer is going to be backed by a sustained marketing campaign that will drive interest in.
'We’ve been making progress in pre-pay for a while. I expect our market-beating price plan to accelerate that. It’s a big opportunity and we have ambitious growth targets for pre-pay in general and the distribution channel specifically.'
Existing Three prepay customers will be able to use their credit on the new rates, without having to change their tariff. Thomas Malleschitz, marketing director at Three, said: 'The number of complex Pay As You Go tariffs, Add-ons and options available is mindboggling. Consumers are forced into choosing where they want best value – whether that’s calls, texts or internet. Our new rates strip things right back to basics with a simple, clear and transparent rate for calls, texts and internet use that offers clear value across the board.'
Author: Graeme Neill