Vodafone are offering flat rate data for smartphone users travelling in Europe. The plan will allow customers to continue using their domestic data plans for an additional €2 per day.
Vittorio Colao, Vodafone CEO, said: “This is the year of the smartphone and we want our 35m European data users to feel free to use their devices in Europe in the same way as they do at home.”
The move marks another sea change in the approach to data pricing that follows decision by O2, AT&T and others to switch to tiered rather than flat rate plans for domestic packages.
It is also an attempt to deflect consumer unrest about extortionate roaming fees. Earlier this year the European Court of Justice ruled that the EU had the right to impose caps on unreasonable roaming charges.