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Vodafone revamps data offering in 4G focus

Vodafone has announced a raft of new products that see the company ramp up its data offering, as it works to encourage customers to adopt its 4G network.
Written by Leon Spencer, Contributor

As part of its launch today of new SIM-only and postpaid Red plans, Vodafone will allow customers to use as much data as they want in the first two months in a bid to help customers work out how much data they use without being financially penalised for going over their data limit.

Customers can sign up for any particular plan, and the telco's new Data Workout offering will allow them to use as much data as they like within the first two months without paying any excess charges.

At the end of the two-month period, Vodafone will contact customers to help them understand their data usage patterns and recommended the best plan for their data requirements. The Data Workout offering is available for all new 12 and 24-month plans.

"More than ever, it is important for customers to know how much data they really need to use their mobile confidently," said Vodafone's chief marketing officer, Kim Clarke.

"Customers have told us they want more data included in their plans and they want to know that if they do use more data than they’d planned to, they won’t get an unexpectedly higher bill," said Clarke.

Along with the Data Workout deal, the company is also offering an automated data top-up option for new and upgrading customers — also aimed at preventing customers from paying unexpected excess charges when they go over their plans' included data limits.

The automated AU$10 Data Top-Up product is activated as soon as a customer exceeds their data allowance, and immediately gives them an extra 1 gigabyte of data to play with. Existing Vodafone customers can choose to add the Data Booster option to their plan, which is offered at the same rate of AU$10 per gigabyte.

Additional data add-on costs include AU$20 for 2.5 gigabytes, AU$30 for 4 gigabytes, and AU$45 for 8 gigabytes.

According to Clarke, the new data options are designed to put an end to the fear of "bill shock" for customers, and to encourage the adoption of its 4G network among users.

Also announced today were Vodafone's new Red plans, including more data for the plans, which allow customers to use their phones in the US, the UK, New Zealand, and parts of Europe for an extra AU$5 per day on top of their minimum monthly spend.

The new Red plans include more data than previously, with its AU$80 Red plan now including 6 gigabytes of data. The company says its customers will now receive 300 international standard minutes per month under the new Red plans. The AU$5 per day global roaming fee remains unchanged.

In May, Vodafone revealed its customer base had dropped below 5 million for the first time since the merger of Vodafone and 3 in 2009.

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