One week in and easyMobile halves tariffs

18 Mar 2005

easyMobile, a mobile joint venture between Denmark’s TDC and Stelios Haji-Ioannou’s easyGroup, has halved its tariffs just a week after launching services in the UK. The move was prompted by a competitive attack from rivals which stole easyMobile’ limelight either by introducing their own low-cost offers or by pointing out hidden charges in the newcomer’s so-called ‘no-frills’ service plan. Carphone Warehouse cut its tariffs an hour before easyMobile launched, and Virgin Mobile was quick to point out that customers to the new service would have to spend GBP5 every three months or face a monthly penalty of GBP0.75 if they failed to use their phone. The country’s largest MVNO also pointed out that easyMobile will charge GBP9 to replace a SIM card – a service that is normally free – and will levy a GBP5 fee on consumers to disconnect, or face a monthly fee of GBP0.75 until they do so. easyMobile has responded by slashing prices on its introductory offer retroactively. Cross network anytime calls will now be charged at GBP0.06 per minute, down from GBP0.09, while SMS texts will cost GBP0.02 (GBP 0.03). At the end of the promotion users will pay GBP0.15 per minute for voice calls and GBP0.05 to send a text.

United Kingdom