Tesco Mobile has scrapped roaming charges for a limited time with the launch of its Home From Home initiative.
Similar to the launch of Three UK’s Free At Home offering, the O2 MVNO’s new service will allow Tesco Mobile customers to use their tariffs in 31 European countries. Available to pay monthly and pay-as-you-go users, the service will run throughout summer from May to September.
The move follows European Parliament’s decision to scrap all roaming charges by 2017. This marked a long running effort by authorities to stop mobile operators charging consumers for cross continental calls. In preparation for this, EU regulation will be introduced on 30th April 2016 to force networks to lower roaming charges. Tesco Mobile claimed that its new initiative to scrap all charges goes one step further.
CMO Simon Groves said: ‘We want our customers to enjoy their holiday without having to worry about the cost of using their phones. So we decided, why wait until 2017 to banish roaming? Let’s help our customers and give them a taste of what’s to come.’
According to Mobile Choice editor Sunetra Chakravarti, the MVNO’s new service joins initiatives launched by both Three and Carphone Warehouse MVNO iD, putting increased pressure on bigger rivals.
‘Free roaming in 31 countries over the summer is an incredibly good deal from Tesco Mobile’, she said. ‘With Tesco Mobile joining Three and iD with their offer for customers, it is a massive coup for Tesco to pull off before the European Commission ruling abolishing roaming charges comes into force. The move also puts pressure on the bigger players in the market like Vodafone and EE to make holidaying in Europe over summer a less expensive proposition.’