Italian MNO 3 Italia has launched a long-term customer loyalty promotion, under the slogan, “Only with 3 can you retire at 60.” Customers who sign up for one of the operator’s Top plans offering minutes, SMS and mobile data from €10 (US $13.90) per month and stay with 3 Italia for at least 10 years will get free calls and internet without subscription fees for a period of 20 years, from the age of 60 onward. According to the operator, customers could save between €2,400 (US $3,340) and €7,200.00 (US $10,000), depending on the plan. The promotion, valid until 30 April, is for new customers only, but the operator has indicated that it could be extended to existing customers.
This offer is truly remarkable in its ambition to gain business today by offering generous savings in the distant future. Given that it is hard to predict, in the rapidly changing, churn-ridden mobile market, what any operator’s standing will be in one year, let alone 10, we can only applaud 3 Italia’s boldness.