Bouygues Telecom overhauls its mobile plans in new competitive drive

Bouygues Telecom unveiled a new range of mobile plans that will see the company integrate its low-cost B&YOU plans into its overall offering, and reposition itself on the still highly competitive French market.

The move came after the operator reported a 5 per cent drop year-on-year in its overall revenues to €3.3 billion ($4.1 billion) for the first nine months of 2014. Like its rivals Orange France and SFR, Bouygues Telecom is continuing to grapple with the effects of the mobile price war in France that was initiated by Iliad-owned Free Mobile in 2012.

The company is now hoping that its "new, simpler range of mobile plans" will boost its ongoing efforts to increase its competitiveness in a market with four players.

Bouygues Telecom has reduced its range of mobile plans to just seven overall and will integrate the low-cost plans formerly sold separately under B&YOU as new "no minimum-term, SIM-only" plans called "Forfaits B&YOU". Post-paid plans with a handset and a minimum contract term of 24 months will continue to be sold under the "Forfaits Sensation" range. The plans are targeted at retail and business customers, with the latter also receiving a range of services at no extra charge.

The new SIM-only Forfaits B&YOU plans are in line with similar offerings on the market, with 3 GB of data costing €19 a month along with unlimited calls and texts and some inclusive services such as 20 GB of cloud storage. At the premium end, the company is offering 20 GB of data for €69 a month along with a second SIM card with an extra 20 GB of data that can be used in France.

This latest move by Bouygues Telecom to bring its secondary B&YOU brand under the primary company brand reduces the number of secondary brands on the market: Orange France sells low-cost mobile plans under Sosh and also utilises the M6 brand to target the youth market, while SFR owns the MVNO Joe Mobile and also sells low-cost plans under the SFR Red tariff range.

Both Bouygues Telecom and Orange France launched their secondary brands in order to rival the low-cost offerings provided by Free Mobile.

For more:
- see this Bouygues Telecom release

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