O2 announce mobile broadband price review

Friday 31 October 2008

O2 have announced some changes to their mobile broadband offering in light of new research which shows that a significant portion of mobile broadband customers are unhappy with the service provided.

The recent poll carried out by O2 has revealed that more than 10% of respondents said they had been ‘mis-sold’ the service, and many complained that the coverage levels were less impressive than promised and that costs were higher than expected. Some customers were also unhappy that there was no ability to back out of the service if it wasn’t what they expected or right for their needs.

In response to these results, O2 has announced that it is overhauling aspects of its mobile broadband service. The changes include the addition of a heavy user tariff allowing up to 10GB for £30 per month, and the lowering of the basic 3GB package to £15 a month from £20. International roaming is also being deactivated as standard to avoid catching the unwary with large data charges, and a new postcode coverage checker has been introduced.

And in response to those who were unhappy that they couldn’t get their money back if it didn’t work out for them, the company has introduced a “Happiness Guarantee” allowing customers to return devices bought directly from O2 within 50 days without paying termination fees and with costs refunded.

O2 marketing director Peter Rampling 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.”

Critics have argued that the whole thing is something of a PR stunt on O2’s part, but lower costs and a money back happiness guarantee can only be good news for customers, especially if the guarantee catches on amongst other operators.

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