Telecom Operators

Vodafone UK launches first youth dedicated mobile offering

Vodafone UK has launched VOXI, a new mobile offering for people aged 25 and under, that enables them to “use their phones the way they want to,” the company said. The VOXI brand, products, customer experience and marketing have all be co-created with Vodafone’s audience. The VOXI offering is powered by Vodafone’s network.

The VOXI SIM, available from 8 September, lets users indulge in selected social and chat apps (Facebook, Messenger, Instagram, WhatsApp, Pinterest, Snapchat, Twitter and Viber) as much as they like, without affecting their data allowance.

The offering is seen as “flexible and affordable” giving users the freedom to use their phone in Europe with no extra cost, and no contract or credit check required.

VOXI users get unlimited data on social and chat apps while roaming in the Europe Zone, but outside the zone, standard roaming charges apply. The company said it will also soon introduce the ability for users to access video and music apps as much as they like without using their data allowance.

“Why should young people make do with the same mobile plans as everyone else, when they use their phones differently and often can’t access the best deals?” said Dan Lambrou, Head of VOXI.

“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,” Lambrou added.

To ensure VOXI is relevant to its youth audience, Vodafone said the content on its marketing channels will be created by a community of young artists, filmmakers and designers from across the UK.  

“They will showcase their diverse passions, talents and experiences across the entire VOXI marketing campaign – from social posts through to live events – reflecting the things our audience really cares about,” the company said in a release.  

“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,” said Vodafone UK CEO Nick Jeffrey. “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,” Jeffrey added.

The company said VOXI may intervene in extreme situations if usage adversely impacts the service for other customers, or if someone is using the service fraudulently, or for commercial purposes.

The cost of providing unlimited use of the social media and chat apps is included in all VOXI plans, the company said, and users are free to opt-in or opt-out of their plan at any time.