Three is billing The One Plan as the “simplest, most competitive tariff ever offered in the UK” and the first price plan with “more than enough of everything”.
The press advertising campaign includes a cover wrap of today’s free newspaper Metro. It uses the strapline: “Meet The One. The plan that’s going to change things. For everyone.”
The network says its tariff has been enabled by “the prospect of regulatory change” signalled by Ofcom’s proposals for lower mobile termination rates and will “challenge and change mobile phone pricing in the UK.”
Three says that the price plan is the beginning of a move towards flat-rate mobile plans that will underpin the widespread use of smartphones.
The £25 tariff offers 2000 any network minutes, 5000 Three to Three minutes, 5000 texts and 1GB of mobile internet data on a 12-month contract.
Earlier this week Three called for a more standardised approach to measuring operators’ network coverage following a row between it and rival network Orange over the pair’s competing claims to have the UK’s largest 3G network.