Cellnet fights back in mobile call-price war

Cellnet has upped the stakes in the mobile phone call-price war with the launch of a free evening and weekend call offer and the introduction of a 5p-per-minute flat rate for callers to and from its U pre-pay phones.

Customers who sign up to one of Cellnet’s core digital tariffs or its First In Freedom programme before May 31 can make free evening and weekend calls to two fixed-line numbers until the end of the year.

The Two For Free offer will be supported by a TV and press campaign created by Abbott Mead Vickers.BBDO, which breaks on April 7.

The ads feature the endline “Choose anyone to be free” to highlight how customers can nominate two free numbers from its First for Families calling circle, which is similar to BT’s Friends and Family.

All four mobile phone operators – Cellnet, Vodafone, One-2-One and Orange – offer free call allowances as part of their various tariff packages. But the competition has been intensifying, with One-2-One offering free local weekend, weekday evening and daytime call packages.

Short text messages can now be sent to callers on the Orange network as well as those on Cellnet. From mid-April, U customers will also get free access to the Internet through Cellnet’s Genie Internet service.

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