UK operator revamps tariffs in response to its own consumer research.
O2 has completely revamped its mobile broadband offering off the back of a research study it conducted that shows one-in-ten users (across all providers) feel they have been mis-sold.Nearly a third of respondents complained that the ongoing cost was higher than expected. One-fifth were also upset that they were unable to use mobile broadband where they wanted.
The company says it hopes the changes it's making will "lay the foundations to reinstate customer confidence in the market".
For heavy Mobile Broadband users, O2 is introducing a new 10GB package for £30 per month on a two-year tariff (including unlimited wi-fi)
It's also reducing the price of its existing tariffs with 3GB packages now costing £15 per month. Customers purchasing an 18-month or 24-month contract will also receive a free USB modem (or £99.99 on a rolling monthly contract).
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On top of the pricing changes O2 is also implementing a new coverage checker and a '50-day happiness guarantee'. In addition, users will have to activate roaming with a call to customers services, rather than it being available automatically - O2 hopes this will solves some bill shock issues.
Peter Rampling, marketing director at O2, said: “Across the industry there are too many customers whose mobile broadband expectations have been set too high and have then been disappointed, which is a terrible shame given there are loads of people who are having a great time with mobile broadband.
"We want to continue to try to set the right expectation so all our mobile broadband customers know what sort of service they are going to get. And rather than just say it, we are underwriting this commitment with our unique 50 day happiness guarantee.”
