Woolworths launches cut price mobile phone plan with Optus

Stan Beer
Monday, 03 August 2009 04:21

Business IT - Technology

Having already cornered the car filling stations business in Australia, national retailer Woolworths has signaled its intention to do the same with mobile phones in a deal with number two carrier Optus. The deal which goes into effect today will see 3000 Woolworths and affiliated retail stores Australia-wide offer 30c a minute phone calls and 15c SMS on no-frills prepaid plans.

Woolworths is not the first retailer to get into the mobile phone recharging business - 7-11 stores have been offering over the counter recharges for years as have Woolworths. However, the new Woolworths offering involves the purchase of unlocked phones and cheap SIM cards specifically for use on the Optus network.

Called Woolworths Everyday Mobile, the Woolworths and Optus describe the plan as a first and are hawking it as a no-frills simple to use service with no hidden charges, no caps, no peak or off peak rates and no lock-in contracts.

The cost for calls is 15 cents flagfall and 15 cents for 30 seconds and standard SMS text messages to mobile numbers for 15 cents. Credit expiry also lasts for 100 days.

SIM cards cost $2 and recharges can be had for $20, $30 or $50.

Everyday Mobile SIM packs cost $2 and are available from today in Woolworths and Safeway Supermarkets, BIG W and Dick Smith stores across Australia, as well as co-branded Caltex filling stations, Dan Murphy and BWS outlets. Customers also receive $10 off their first recharge until 30 September 2009 when purchased in the same transaction as an Everyday Mobile SIM card.

Alex Cochran, Business Manager for Woolworths Everyday Mobile said: “Our customers have told us the amount of plans, caps and bonuses is confusing and what they really want is clear and transparent pricing and everyday value.”

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