Sky Mobile will launch in mid-December with the promise that customers will be able to bank their unused data to be redeemed at any point up to three years.
Announcing its entrance into the mobile market, Sky also said customers would be given to change their plan every month.
Sky will operate as an MNVO through O2; it has already signed handset deals with Apple and Samsung.
Sky customers get the bonus of free UK calls and texts and the ability to sync with their Sky+ box, though not initially the newer Sky Q.
Stephen van Rooyen, UK and Ireland Chief Executive, said: “We felt it was time to shake up the mobile market and give customers a completely new way to manage their mobile plan – something no one else is offering. We’ve designed it based on what people told us they want – it’s easy, flexible and transparent and it puts the customer in control. With £2 billion being wasted each year on unused data in the UK, Sky Mobile customers will only pay for what they use. Plus we’re giving Sky TV customers a fantastic offer which will allow them to get even more value from their subscriptions.”
When non-Sky customers are able to sign in January, they may not find the deal so attractive with the cost of their calls set at 10p per minute.
Paolo Pescatore, Director of Multiplay and Media, CCS Insight, thought Sky could have done more to integrate its mobile offer with the TV service. “We feel that Sky has missed a trick by not placing greater focus on its biggest asset, content. Mobile network operators will breathe a sigh of relief given that Sky has decided not to go down the route of giving mobile away,” he said.“There is a still a significant opportunity for the company to cross-sell mobile into its existing core pay TV base; as it has successfully achieved with fixed line broadband. Our own multiplay survey data shows that Sky is a brand households trust.”
Sky outlined four key assets of Sky Mobile
- Roll – customers can roll over any unused data into their online ‘piggybank’ each month, to use whenever they need for up to three yearsMix – customers can create a plan that’s right for them, which they can change every month
- Mix – customers can create a plan that’s right for them, which they can change every month
- Save – Sky TV customers don’t have to pay for UK calls or texts with any Sky Mobile data plan.
- Sync – Sky TV customers can create their personal playlists of favourite shows, synced from their Sky box at home, to watch wherever they are.
Pre-registrations for Sky Mobile have already reached over 46,000.
