We’ve talked quite a bit about T-Mobile’s “Binge On” and “Music Freedom” plans on this blog, because we think they are great examples of innovative subscriber services that are being offered in developed markets.
So while the US gets their fair share of opportunity to binge music, what about those across the pond?
Recently O2 UK (a Sandvine customer) launched a couple of innovative promotions in support of the launch of the iPhone 7.
The first plan involves unlimited music streaming (actually, an additional 40GB data allowance in addition to the standard data allowance, which is technically not “unlimited” but for all practical purposes it is), where subscribers upgrading to a new iPhone with a 30GB tariff (the mid-tier for O2’s plans) get their music streaming from Spotify, SoundCloud, Deezer, and Apple Music zero-rated so that it doesn’t count against their monthly quota.
The second perk comes in addition to the unlimited music plan, and any new iPhone purchaser with a 5GB tariff (the lowest tier) can use O2 Travel in the European Union (EU) for free. This means they get unlimited data usage (including music and video), as well as some free text and voice minutes when travelling to another county in the EU.
It will be interesting to see if they wave of cool service plans spreads to other of Europe. We sure hope O2 UK is leading the subscriber services British Invasion.