British mobile phone users were today offered a new flat-rate call tariff dispensing with separate peak and off-peak rates.
Supermarket giant Tesco and telecoms group mmO2 have launched a joint pay-as-you-go deal charging a flat rate of 20p per minute on calls to both mobiles and land lines anywhere in the UK.
The tariff was unveiled as the pair joined forces to officially launch Tesco Mobile, a joint venture selling Tesco branded phones in supermarkets using O2’s technology and network.
The partnership, first announced just under four months ago, follows a similar tie-up between rival supermarket Sainsbury’s and high street mobile phone chain Carphone Warehouse.
Under today’s offering, calls to customers’ three favourite numbers will be charged at a flat rate of 10p per minute. Shoppers can also earn points on Tesco’s Clubcard reward scheme when they top up their phone.
A spokeswoman said: “We are offering a simple and easy-to-understand tariff, it’s unique from what is currently on the market.”
Andy Dewhurts, chief executive of Tesco Mobile added: “Working out what you get charged when you make a call can be very complicated. Customers tell us they are looking for simplicity, convenience and great value.”
Tesco Mobile is available at 73 branches of Tesco Extra from today and will be extended to 550 standard stores next month.