TPG is moving back into customer acquisition mode for mobile as it progresses the construction of its own 4G network.
The telco today unveiled changes to its existing mobile virtual network operator (MVNO)-based plans which run over the Vodafone mobile network.
The changes include “at least 65 percent” more mobile data quota, national MMS messaging and the cessation of a SIM card fee for new users, the telco said in a statement.
“We looked at our data and identified that a percentage of would be buyers are hesitant to purchase our mobile service because of our SIM fee and that our plans didn’t include unlimited national MMS,” chief operating officer Craig Levy said.
“Our new plans have addressed these two shortfalls in addition to giving customers much more data which make us very aggressively positioned against the leading discount mobile providers in Australia.”
Levy promised the company would be “even more aggressive” on its mobile operators once it launches its own 4G network this year.
This is in clear contrast to early speculation on TPG’s arrival as Australia’s fourth mobile network operator, which centred on TPG’s apparent lack of need for aggression.
It also supports a prediction made by telecommunications entrepreneur Bevan Slattery last week that TPG would become Australia’s number two mobile telco within five years.
TPG already has enough mobile customers - between its own and iiNet’s MVNO offerings - to break even on its forthcoming 4G network, assuming it is able to bring them all on-net.
However, TPG’s move may also be opportunistic, given industry rumours this week that Optus is preparing to shut down its low-cost Virgin Mobile subsidiary and bring those customers onto Optus-based services.
TPG’s new mobile plans - which include a half-price offer for the first six months - could prove attractive to Virgin customers that are uncertain about their future.
