MVNO consults with users on pricing bundles

In a further effort to differentiate itself, the community-run MVNO Giffgaff has unveiled a set of pricing bundles after first consulting with its customers. The company said that feedback from its users clearly indicated that they wanted clear and fair pricing without hidden costs and restricting small print.

The new bundles, labelled goodybags, include a £5 bundle that will buy unlimited UK texts for a month and a £35 option for unlimited UK calls, texts and data.

Mike Fairman, Giffgaff CEO, said, "Increasing numbers of consumers demand to be more involved, engaged and interactive with brands and we've been built to respond to this."

"Our members said don't call it unlimited if it has limits, so we've deliberately made the offering very simple to fit with our no nonsense philosophy," he added. "Our growing community of giffgaffers have ultimately engineered the goodybags so we know they'll be well received."

However, Giffgaff, which launched last September and is a subsidiary of O2, has yet to reveal the number of customers it has attracted and analysts have questioned its ability to generate additional revenue streams for its owner.

The MVNO has been keen to portray itself as a community in touch with its membership, as opposed to a more conventional mobile operator. The thinking is that this approach could ultimately provide a more intimate knowledge of the consumer, and encourage new--and profitable--behaviour on a mobile operator's network.

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