Mobile virtual network operator Tru has launched in the Australian market, providing travellers to the US and UK with data roaming for 10 cents a megabyte.
The company based its value proposition on providing "local rates for calls, texts and data within its network".
Customers were provided with local numbers "for any or all of the countries within the Tru Network, making it easy for contacts to stay in touch without footing international call charges".
Consumers could access flat local voice and data rates in Tru's three countries of operation by paying a "membership" fee of $15 a month, which came with a $15 credit.
There was an option to dispense with the monthly fee but the call and data costs were higher.
Businesses could also sign up to the Tru network. Rates were not disclosed publicly but the service was provided on a postpaid basis.
The company was offering a three-month trial of its business service "with no long-term ties", according to its website.
Tru's services in Australia were provided over the Optus Wholesale network.
Tru Australia managing director Ben Pullen told iTnews that the company had a relationship with Optus Wholesale since December 2009, when it acquired local telco Startel Communications [pdf].
Pullen said that the launch of Tru's GSM service in Australia came after a period of "internal testing" of the service.
He declined to reveal business targets for the year, saying only that frequent business travellers were a prime target for the service, particularly those using tablet and smartphone devices.
Pullen said that Tru had chosen to launch in Australia because it provided a useful base for the company to expand into South East Asia.
The next countries to join the network would be Hong Kong, the Netherlands and Spain, he said.
The Tru deal was the latest win for Optus, which has fast established itself as a destination for MVNOs.
"This is another example of Optus leading in wholesale mobile, innovating and bringing more choice to consumers and demonstrates that we are the mobile provider of choice," Optus Wholesale and Satellite managing director Vicki Brady said.
"Optus Wholesale is a committed partner which enables customers such as Tru to innovate and provide mobile services to more Australians."