Virgin Media O2 is taking a different path from several rivals by confirming it will not reintroduce roaming charges across Europe.
Gareth Turpin, Chief Commercial Officer of Mobile at Virgin Media O2, said:
“We’re starting the year by giving our customers some certainty: we will not be reintroducing roaming fees in Europe for customers on O2 or Virgin Mobile. Unlike all the other major mobile networks who are bringing back roaming fees, we will not be following suit. With many Brits now looking to plan a trip abroad, we’ve got our customers covered and extra roaming charges will be one less thing to worry about.”
Before the EU made free roaming standard across its member states, Three had led the way with its ‘Go Roam’ (formerly ‘Feel at Home’) program, which allowed customers to use their plans in a wide range of countries beyond Europe, including the US, Australia and Hong Kong. Free roaming became a clear differentiator for that operator, yet recently Three announced plans to bring back roaming fees—an unexpected retreat from a feature that once defined its customer appeal.
Kester Mann, Director of Consumer and Connectivity at CCS Insight, praised Virgin Media O2’s decision:
“Virgin Media O2 has blown the roaming door wide open. Bucking the market trend to bring back charges, its decision to hold firm will raise eyebrows across the sector and is a blow to rivals. As EE, Vodafone, and then Three each confirmed they would reinstate the dreaded fees, it left the door ajar for Virgin Media O2 to break rank and disrupt the market.
When the joint venture launched last June, it vowed to shake things up; this news shows it is ready to live up to this ambition. Expect it to go hell for leather in its marketing as it seeks to position itself firmly on the side of the consumer.
Roaming is a poisonous term for many and horror stories of people racking up huge bills on holiday rightly led to widespread distrust and resentment toward telecom operators.”
By sticking with inclusive roaming, Virgin Media O2 has seized a competitive opportunity while other operators may face customer backlash for reversing long-standing policies. For people who travel regularly, retaining free or inclusive roaming makes Virgin Media O2’s plans more attractive compared to networks that reintroduce charges.
Mann added that the move could be particularly damaging for Three, noting that Three was an early pioneer of roaming benefits in 2013 and invested heavily in promoting Go Roam as a way to address common customer frustrations. If Three proceeds with plans to bring back roaming fees, it risks undoing some of that goodwill.
Time to reconsider?
Competitors might be wise to rethink reintroducing roaming fees, especially since several providers previously pledged not to change their roaming policies. There have even been political comments suggesting intervention: while serving as Brexit secretary, Dominic Raab indicated the government would act to prevent operators from reinstating roaming charges if they attempted to do so.
With broader cost-of-living pressures, any move to bring back roaming fees could prove politically and publicly sensitive. Legislators could choose to follow the EU’s example and enact protections for consumers, and operators that proactively keep roaming included will likely find the stronger PR position.
From a public relations standpoint, adopting Virgin Media O2’s approach aligns companies with consumer interests and avoids the perception that customers need governmental pressure to secure fair treatment.
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