Not content with being the only mobile operator to offer both a free upgrade to 4G and an unlimited data plan, Three UK has announced today that it will eliminate roaming charges for customers in several countries.
While Neelie Kroes and the EU Commission work toward a mandated reduction of roaming fees across Europe, Three has taken the initiative with an immediate rollout in the Republic of Ireland, Australia, Italy, Austria, Hong Kong, Sweden and Denmark.
The new “Feel at Home” programme is available from today and lets Three customers use their domestic plan allowances as if they were in the UK. That means calls, texts and crucially data are included under the same terms customers enjoy at home.
According to Three’s press release, customers can “start posting envy-inducing holiday status updates straight away.”
Three has investments or operations in each of the listed countries and is leveraging those relationships to let customers connect via local mobile networks. That makes Three the first operator to offer customers identical mobile and mobile broadband rates abroad, effectively treating roaming usage like in‑home usage.
Thomas Malleschitz, Marketing Director at Three, said: “We want to make sure our customers have the best possible mobile experience. By abolishing expensive roaming charges in select countries we are allowing our customers to get even more value from their minutes, texts and data abroad by removing the fear associated with staying in touch while travelling.”
This initiative follows other recent disruptive moves by Three; including a revised Pay As You Go strategy introduced last month, making this the second major announcement in as many days and the third significant change in recent weeks.
Pay As You Go has often been overlooked compared with contract plans and had not seen substantial updates for some time. Three’s new rates are notably competitive: calls for 3p per minute, texts for 2p each and data for 1p per MB.
With these offerings, Three is clearly challenging rival operators by presenting attractive, straightforward propositions that could sway customers toward its network.
Still, customers and observers may wonder when Three will expand further and what its next move will be.
What do you think about Three’s latest announcements? How disruptive will they be?