Vodafone UK has launched a new sub-brand featuring zero-rated messaging as it looks to get down with the under-25s.

VOXI offers contract-free 30-day plans with unlimited use of certain social media apps.

Customers can choose three from Facebook, Facebook Messenger, Instagram, WhatsApp, Pinterest, Snapchat, Twitter and Viber.

Video and music apps will follow in the near future, the operator said.

The 2GB, 5GB and 15GB plans all include unlimited calls and texts and are priced at £10, £15 and £20 respectively.

VOXI will be available from 8 September, launching with a marketing campaign based on live events and social media posts that will be created in partnership with “young people”.

Nick Jeffery, CEO of Vodafone UK, said: “Vodafone has been working hard to understand the specific needs of our customers.

“We know today’s young generation use their phones in a completely different way, with social media at the very centre of their lives.

“They want services that put their needs first. VOXI gives young people just that: access to the content and channels they love, simple and cost-effective price plans, and a mobile network they can count on.”

Vodafone is the third largest mobile operator in the UK behind EE and O2 but has been shedding customers of late.

It had 17.7 million customers as of the end of June, down 1.5 percent year-on-year, as competition hots up.

Sky launched its mobile offering at the start of the year while Three unveiled a SIM-only product called Smarty earlier this month.

Three and Virgin have both introduced zero-rating in the UK over the past 12 months.

Dan Lambrou, Head of VOXI, said: “We’ve worked with hundreds of people aged 25 and under, and have really listened to them.

“They are a generation that’s tired of being stereotyped and talked at.

“We created VOXI, a transparent new mobile service that gives our audience a platform to connect to the things that matter to them, whatever they’re into.”

Kester Mann, Principal Analyst at CCS Insight, said the new launch would boost its lagging brand.

He told European Communications that VOXI seemed to be “a tacit admission from Vodafone that its brand has not resonated well enough among a younger demographic”, in contrast to rivals.

Mann added that VOXI appeared to offer “little that is genuinely new” to the market but that it would add competition to the entry-level segment.

Read more: Q&A with CEO of Wingo, Swisscom’s youth brand

More News

Work together to boost sponsored data, analysts urge operators Work together to boost sponsored data, analysts urge operators Operators need to work harder to promote the benefits of sponsored data, according to a new report. More detail
Vodafone talks up fixed access network slicing potential after successful trial Vodafone talks up fixed access network slicing potential after successful trial Vodafone has tested a new network slicing technology in Ireland that it claims will support new business models and potentially aid the deployment of fibre networks. More detail
Vodafone, CityFibre choose MK for FTTH debut Vodafone, CityFibre choose MK for FTTH debut Milton Keynes has been chosen as the first UK town to benefit from the fibre broadband joint venture between Vodafone and CityFibre. More detail
Iliad appoints 29-year-old to run new opco in Italy Iliad appoints 29-year-old to run new opco in Italy Iliad has sprung a surprise by appointing a novice to run its soon-to-be launched mobile subsidiary in Italy. More detail
BT guarantees 100MBps in new consumer broadband packages BT guarantees 100MBps in new consumer broadband packages BT is guaranteeing a minimum speed of 100MBps in its two new residential broadband packages. More detail
    

@eurocomms