3 Slash Overseas Call Charges

In a move which was prompted by a change in the European laws regarding mobile phone roaming charges, 3 have stolen a major march on their competitors by announcing price reductions above and beyond what the EU regulators requested. They have announced plans to cut phone charges for those travelling to EU countries, to just 25p when calling a UK landline or mobile, and only 10p to receive a call.

This pricing structure compares very favourably to EU regulator requests for prices to fall to 39p per minute and 19p per minute respectively. In a move designed to call the bluff of their major European competitors, it seems that 3 have the financial backing to make such a move, receiving much press coverage in the process (a move designed to increase their UK presence?).

The group have also announced a waiving of all roaming charges when calling from countries where 3 have a local network, although when you bear in mind that their worldwide coverage is not as wide spread as the likes of Vodafone, this may be a very clever publicity stunt. However, what is certain is the fact that the last few months have seen a major increase in 3’s advertising and publicity activity - a move that many believe was well over due bearing in mind their perception as a smaller player in the UK market.

It has also been noted by many that this sudden increase in activity has coincided with an industry wide move to make more use of existing 3G networks. 3 is very well connected in the Far East through parent company Hutchinson Whampoa, an area of the world where 3G services are at their most advanced. Perhaps they have plans to introduce a range of 3G services to the UK market and make a play for what many believe will be the future of mobile communications?