What Starts?
1. New Animal Plans (18 and 24 month) – launch 31st March 2010
- Two multimedia plans – Panther and Dolphin
- Two non multimedia plans – Racoon and Canary (replaces current Dolphin)
2. SIMO (30 day and 18 month) – Dolphin plan replaced by Canary
3. Introduction of 6 multimedia bundles (£5 each) - with First month free trial
4. Minimum call charge - change to previous rate
What Stops?
1. Existing Animal Plans (Panther, Dolphin and Racoon) – 18 and 24 month
2. Existing SIMO Dolphin - 30 day & 18 month
3. TRY – mobile internet free for 2 months
4. Photo messaging 30 £5 and 50 £7.50 bundles (new bundles to replace these)
Changes to tariffs
New Animal Plans and multimedia bundles
From 31st March 2010 we have a refresh of our current range of plans, incorporating four new
animal plans; Panther, Dolphin, Canary and Racoon (replace existing range). All existing plans will
be replaced for new, upgrading and migrating customers. Customers currently on the old animal
plans will continue with the existing benefits until they upgrade or migrate. Our refreshed animal
plans will incorporate multimedia services, align more closely with PAYG animals and provide a
point of differentiation from our competitors.
We have identified 4 key multimedia services that will be included in selected plans relevant to
customer segmentation:
1. Blackberry email or Push MMS email to your phone (dependant on handset, included in
Panther and Dolphin)
2. 500MB mobile internet (On Dolphin and unlimited on Panther)
3. Sat nav with Orange Maps (included in Panther)
4. Photo messaging (50 photos) (included in Panther)
(These services will also be available as chargeable bundles for £5 each per month)
We also have two other multimedia services that can be purchased with any of our plans for £5
each per month:
1. Orange Games zone
2. Sky News and Sports
All 6 services can be bought for £5 a month if they are not included in the plan. Also there is a first
month free trial for one of these when taken at point of acquisition or upgrade if it’s not already
included in the plan.
Minimum call charges
Minimum call charge rates have been updated in line with the refresh - rather than a fixed 5p
minimum call charge, customers will be charged a minimum of a one minute call rate, for out of
bundle calls. T&Cs will be changed to reflect this change. This will be effective from 31st March 2010.
SIMO (30 day and 18 month)
In line with the tariff refresh on 31 March Dolphin SIMO has been replaced by Canary (name change only)
Why are we doing this?
- Minutes and text benefits are becoming a standard part of plans and are seen by customers
as a less significant part of the overall package, customers are now looking at what else they
get from their mobile network provider
- We need to compete (and react) with emerging competitors such as Google and Apple
- Inclusion of multimedia benefits will support us driving our mix on to higher plans (£30+)
- A lot of customers don’t understand the benefits of multimedia so the communication of a)
what multimedia is b) what customers get with our multimedia services, is key for both
customers and store staff
Posted: 30 March 2010