German discount grocery retailer ALDI is launching an own-brand mobile phone service this Wednesday, March 6.
The service is made up of three tiered pre-pay levels, including a 12 month, no-expiry plan, an unlimited call plan with a 30 day expiry and 5GB of data, and a dedicated 2GB mobile internet plan, also with 30 day expiry.
The base level service comes in either $15 or $30 recharge credits, with calls to fixed line and mobile at charged 12c per minute, without flagfall.
The mid-market call plan, with unlimited calls, text and MMS, costs $35, while the dedicated data plan costs $15.
In a statement, an ALDI spokesperson said customers will be able to recharge online, or in store. But the company declined an invitation to discuss its local mobile strategy with CRN in more detail, citing corporate policy.
The company was also unwilling to comment on the network it is using, however CRN has confirmed the company is using Telstra's 3G wholesale service.
The closely-held supermarket chain has around 300 stores on Australia's eastern seaboard from which it plans to expand its mobile business beyond Europe for the first time.
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Issue: 315 | May 2013
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