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T-Mobile launch minutes-matching tarrifs

Today T-Mobile announce a commitment to customers on their £30 per month Solo 30 and Combi 30 tariffs to match any other operator’s offering of minutes and texts – although notably it’s not offered on their popular Flext tariff which provides a flexible allowance to use on either SMS or voice calls.

Described as ‘ground breaking’ it appears T-Mobile are hoping you won’t remember the  ‘Orange Value Promise’ which was offered a few years ago until the point where Orange became so terrified that anything innovative or market-leading would steal their soul.  However, it’s a welcome offering that means T-Mobile customers will always be able to demand whatever the market-leading tariff offers irrespective of who is offering it – what’s not clear is if this will be automatic or whether consumers will need to ask for matches when they notice they’re no longer getting the best deal… Can you guess?  I reckon I can.

While probably a good sales headline what would really impress is if T-Mobile extened this offer beyond voice and minutes – an area where consumers can already cheaply access huge amounts already… So come on T-Mobile… really impress us and extend this pledge to data and roaming costs too… dare you!

By Ben Smith

Ben is an expert on enterprise mobility and wireless data products. He has been a regular contributor to Mobile Industry Review since 2007 and is also editor of Wireless Worker.

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