Vodafone Hutchison Australia has announced that it will double the amount of data included with many of its mobile plans as part of a temporary promotion.
Australia’s number-three telco has been haemorrhaging customers, with 551,000 lost in the first half of the year. CEO Bill Morrow has said he expects the losses to continue for the rest of this year, possibly starting to turn around in 2014.
Between today and January 3 next year, Vodafone will double data for all month-to-month voice plans costing $45 and above, and all one and two-year contract plans of $60 or more, the telco said.
For example, customers who buy a $60 post-paid plan on Vodafone that usually includes 1.5 GB of data will get 3 GB over the life of the contract.
Mobile data pricing: Australia vs. the world
New and existing customers can take advantage of the promotion. Existing customers must call, register online or visit a Vodafone store before Jan. 3 to secure the deal, a Vodafone spokeswoman said.
For post-paid customers, the upgrade will last over the life of the contract, Vodafone said. For month-to-month customers the promotion will last for 24 months, it said.
Vodafone will return to selling the smaller data limits after the promotion ends, the Vodafone spokeswoman confirmed.
“We know our customers are using 61 per cent more data than they did a year ago and that’s 50 per cent more than the national average,” said Vodafone CMO Kim Clarke.
“Our customers have a huge appetite for social media, photo sharing, watching videos and streaming music and we want to give them the freedom to do that.”
It’s unclear if Vodafone’s rivals will try to match the offer.
Optus declined to comment ahead of its financial earnings announcement next week. Telstra did not immediately respond to a request for comment.
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