T-Mobile rolls out 'Full Monty' unlimited deal

By Matthew Chapman, marketingmagazine.co.uk, Monday, 30 January 2012 01:04PM

T-Mobile is launching a proposition called 'The Full Monty' this week, which will offer customers unlimited calls, texts and data, with a major campaign coinciding with new activity from sister brand Orange.

T-Mobile: the T-Mobile Royal Wedding Dance 2011 by Saatchi & Saatchi

T-Mobile customers will be able to sign up to the uncapped package from 1 February for £41 a month.

The unlimited data package will also include tethering, which allows the phone to be used to provide a Wi-Fi connection for other computers and tablets.

It is believed T-Mobile hopes the proposition will position it as a good-value brand that can compete with O2 and Vodafone, while offering the prices of Three and Tesco Mobile.

Three currently offers unlimited data and tethering for £25 a month via its One Plan, but caps cross-network calls at 2,000 minutes.

The Orange campaign will also launch this week, but will not involve a new proposition.

A spokeswoman for the parent company Everything Everywhere said: "There's not actually a new proposition for the Orange campaign. It will be a proposition that we already have out there.

Speculation about the future of the T-Mobile and Orange brands was sparked once again earlier this month by a bond issue prospectus issued by Everything Everywhere, which said: "The development of an additional or new brand is an option under consideration, which may be complementary to or in substitution for one or both of the existing brands of T-Mobile and Orange."

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk