O2 changes mobile broadband based on consumer survey

Consumer surveys are all very good for finding out what people like and don’t like, but so much the better when a commissioning company takes note of the results and changes its product accordingly.

So it is with O2, which carried out a survey of consumers to find out what they thought of mobile broadband.

Over one in ten responded by saying that they felt they’d been mis-sold a package, with a third saying that they were paying more than they believed the deal stated, while one-fifth cited poor coverage as a bugbear. Around one in six said that there was no returns guarantee if the service wasn’t right for them, while half wanted free use of Wi-Fi hotspots as standard.

O2 has now announced new deals for its mobile broadband, including a new 10GB bandwidth package for £30 per month on a two-year tariff, a 3GB package for £15 per month, free USB modem on 18- and 24-month contracts, and free access to The Cloud’s Wi-Fi hotspots.

O2 has also updated its coverage checker so it should be easier for consumers to find out if they can use the service reliably at home. There’s now also a 50-day free returns policy.

“Across the industry there are too many customers whose mobile broadband expectations have been set too high and have then been disappointed, which is a terrible shame given there are loads of people who are having a great time with mobile broadband,” said marketing director of O2, Peter Rampling. “We want to continue to try to set the right expectation so all our mobile broadband customers know what sort of service they are going to get. And rather than just say it, we are underwriting this commitment with our unique 50 day happiness guarantee.”

O2

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