Sky claims that almost 20 million smartphone users in the UK are deliberately buying more data than they actually need for fear of being overcharged, as it officially launched its mobile offering.
The company, which unveiled details of its MVNO service in November, is looking to tempt consumers with a feature that enables to roll over unused data for a period of three years.
They can also change the amount of data, calls and texts on their plan every month.
Sky commissioned a report that found almost three quarters (72 percent) of those who buy unnecessary data end up wasting around 1GB of their allowance every month.
A further 21 percent said they have “no idea” how much data they have left at the end of each month.
Stephen van Rooyen, UK and Ireland CEO of Sky Mobile said: “Right now mobile contracts are inflexible and confusing and we all know people are buying more data than they need to avoid those extra charges.
“With Sky Mobile we’ve provided the solution, offering flexibility and great value so our customers’ unused data will be theirs to keep and they can create a plan that’s right for them, month to month.
“And there’s even more benefits for Sky TV customers with free UK calls and texts, plus the ability to sync with their Sky+ box.”
Although customers can buy a Sky SIM card, devices are still not yet available.
The company said in November that Apple and Samsung devices will be available “later in 2017”.
Sky Mobile runs on O2’s network.