A couple of months ago, Ovivo slashed its free allowances from 200 minutes, 200 texts and 500MB of data every month to 50 minutes, 50 texts and only 100 MB. This has now been increased again with the allowances doubled to 100 minutes, 100 texts and 200MB of mobile internet. Additionally, the initial top-up required is now £10 up from £5. You do get this amount as useable credit but it’s another irritating barrier to entry for potential customers.
When we first covered Ovivo Mobile, many said it was too good to be true and couldn’t possibly last. That’s unfortunately turned out to be the case.
While many are understandably upset about the changes, it’s probably necessarily to ensure the longevity of the network. There have been accusations of bait-and-switch and that the add-on packs provide poor value for money compared to other MVNOs. But, by increasing the limits again after the severe cut, Ovivo have demonstrated a commitment to maximising the benefits for their customers without jeopardising themselves in the long-run.
It must be said that the add-on packs are not great deals if you compare them to what’s offered by other networks, but Ovivo are carving out a loyal following and their BlackBerry tariff is rather interesting. Ovivo have also launched referral bonuses for getting friends on Ovivo too and loyalty bonuses. Only time will tell whether they can keep it up and maintain enough customers and advertisers to become a more mainstream prospect.
What’s your take? Where next for Ovivo Mobile? Will they be able to keep up their momentum in light of these quite drastic cuts or does it prove that the ad-supported model is still not viable? We hope to put some questions to their CEO Dariush Zand soon so if you have any pressing questions, please let us know and we’ll do our best to get the answers from him.