The network claims they are “the only truly unlimited packages” in the mobile market and have been developed in consultation with the growing giffgaff community “to bring simple and affordable packages to all – with no hidden costs or confusing small print.”
The goodybags came about through conversation with its community, which found that although value was important to its users, what they really wanted was clear and fair pricing without hidden costs and restricting small print. Giffgaff says it is giving people the chance to rebel against ‘fair usage’ policies and get exactly what it says on the tin.
The range of goodybags offer simple mobile phone price packages with no limits or catches: £5 will buy unlimited UK texts for a whole month or for members who don’t want to worry about how many calls they are making when they are out and about, they can have unlimited UK calls texts and mobile internet for £35.
Mike Fairman, giffgaff’s chief executive, says “Increasing numbers of consumers demand to be more involved, engaged and interactive with brands and giffgaff has been built to respond to this. Where eBay, Wikipedia and Facebook have led the way, giffgaff is trailblazing for mobile in response to a growing dissatisfaction amongst consumers with big mobile networks.
“Our customers are part of our brand and so it was only right to ask them how they use their mobiles and what they wanted to see when it comes to offers and pricing. Our members said ‘don’t call it unlimited if it has limits’, so we have deliberately made the offering very simple to fit with our no nonsense philosophy. Our growing community of giffgaffers have ultimately engineered the goodybags so we know they will be well received.”
The network has also unveiled its new look website, which will give customers access and community forums and discussion boards. The revamp comes as the brand prepares to come out of beta with a full-scale consumer launch planned later this year.
O2 launched giffgaff in September last year, dubbing it the first “people powered” service in the sector.
The online SIM-only offer aims to capitalise on the trend towards online content creation. The company says the more a customer gets involved, the more they will be rewarded with cheaper calls and texts. Marketing is led by ad agency Albion and media strategy by ZenithOptimedia.