Three UK scraps roaming, disrupting providers twice in a row

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 they will be scrapping roaming charges.

Whilst Neelie Kroes and the EU Commission work to implement a compulsory cut of roaming charges around Europe, Three has led the charge with an initial rollout in; Republic of Ireland, Australia, Italy, Austria, Hong Kong, Sweden and Denmark.

The new ‘Feel at Home’ strategy is available from today, and will allow Three customers to use their current plan’s allowance as if they were in the UK. This includes Calls, Texts, and even the all-important Data.

As the PR states: “you can start posting envy-inducing holiday status updates straight away.”

Three has investments in all these countries, and is more than likely using this muscle to allow your device to use “any local mobile network”. This makes the firm; the first to offer customers the same mobile phone and mobile broadband rates abroad - as if they were at home.

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.”

Whilst this might be the second disruptive announcement by Three over the course of two days; if you include last month’s new Pay as you Go strategy, it’s actually the third.

Pay as you Go is something which is usually ignored in favour of the more popular contracts, and has not been updated by any carrier for a fair amount of time. Three’s new rates mean 3p a minute calls, 2p a text and 1p a MB of data.

Three is clearly taking the fight to the rival operator’s; offering very tempting propositions which may sway customer’s minds towards the network.

Still can’t help but ask, when is Three... becoming Four?

What do you think about Three’s latest announcements? How disruptive will they be?

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