2012 was an earthquake in telecoms. That year, Free was launched with a crash on the mobile market, despite the hostility of its competitors who had tried to prevent the obtaining of its license. It was for him the support of the state who wanted to open the sector to a new entrant, for the benefit of consumers. Four years later, the outsider is doing well and seems to have settled permanently in the landscape, even as his ferocious opponent Bouygues Telecom is about to be bought by Orange. The key to his success? Bargain prices and scholars shots com ‘despite a network that cringe.
January 10, 2012: Bomb Free Mobile!
This is the date of birth of Free Mobile and that a press conference anthology preceded by a huge buzz. On site, journalists are the two-euro coins in their seats representing one month of membership. For Xavier Niel will launch a revolutionary package just two euros for a mobile hour. It also shows particularly ironic and aggressive towards its competitors. He accuses them to treat their customers as “pigeons” with excessively high prices. In the aftermath, Free Mobile is launching a second package to 19.99 euros per month and 15.99 for those already Freebox subscribers. All without engagement. Unheard of.
The consequences will be huge for consumers. The flat rate to 19.99 stands out as a reference, as the end packages with particularly onerous commitment. All operators are forced to lower their prices and simplify their offerings. In the end, the transaction will benefit all French who will see their reduction factor of 30% in the two years following. UFC Que Choisir has indeed calculated in 2014 that it had save 5 billion euros to the French. Both deals still exist today
March 2, 2011. Free Mobile extends its network with Orange
Free sign a roaming agreement with Orange to be present throughout France. Entered into force December 23, 2011, it should last six years and allow Free Mobile to quickly boost its network by accessing the 2G and 3G infrastructures of Orange. Since, Free has significantly expanded its own network. The Authority telecom So now called a gradual release of this roaming agreement.
3 December 2013: launch of a 4G offers unbeatable
No press conference but new commotion of fighting in late 2013. Free lance so a 4G offers knockdown price as it is integrated into the package to 19.99 euros and includes 20 GB of data. Following this announcement, Bouygues Telecom sees himself forced to align. A catch anyway, 4G coverage Free Mobile then the worst of all operators with only 30% of the affected population … which is somewhat dent the image of Free Mobile.
1 September 2015: the gift package 50 GB
The operator launches that day the largest data package by passing its offer to 19.99 20GB 50 GB without increasing the price. A very attractive ad, however, to be interpreted with caution because only those with a smartphone can access 4G 50GB. Moreover, out 4G area, they see their consumption reduced to 20 GB. This time, the message of Free lack of clarity.
And 2016?
Revolutionary price, Free Mobile has however still some way to go before reaching the level of its competitors in terms network quality. The latest study by Arcep on the subject clearly pointed to weaknesses in this area. But 2016 should be positive for the operator. Indeed, if all goes as planned, it should come out ahead of the redemption Bouygues Telecom Orange by recovering some of the available network. Four years, the age of maturity?
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