MVNO Ay Yildiz, Telefónica’s brand for the Turkish community in Germany, has announced an offer on its Smart XXL option, making it available until 15 January 2018 at €24.99 (US $29.37) rather than the usual €29.99 (US $35.24). In addition, during the same time period, customers who purchase the Smart L option will receive extra data.
The Smart XXL option comes with 7 GB of data, unlimited calls within Germany and to the Turkish fixed network, as well as 120 minutes to all Turkish mobile networks. Smart L normally comes with 2.5 GB of data, but under the promotional offer it will include a total of 5.5 GB. The option also includes unlimited calls on the Telefónica network, 1,000 minutes to other German networks and Turkish fixed lines and 60 minutes to all Turkish mobile networks.
As we have observed in the past, marketing to an ethnic group or expatriate group within a country has been a very valid strategy for MVNOs. The very large community in Germany of people with family connections to Turkey is served by Spain-based multinational operator Telefónica through Ay Yildiz. The MVNO’s voice offerings are thoughtfully tailored to the needs of users who make many calls to Turkey, including to fixed line numbers. In that sense, the Smart suite of plans is voice-oriented and targeted to budget-minded users.
However, the current promotion’s strategy of making data more affordable is interesting. It takes a two-pronged approach, increasing the data without increasing the price in the Smart L plan, and keeping the data the same while reducing the price in the Smart XXL plan. The logic here seems to be that 7 GB per month is already enough for data-intensive usage habits, while 5.5 GB offers users the opportunity to enter into a higher level of consumption than would be possible with 2.5 GB of data. Either way, the goal is the same—to incentivize users to consume more data. In terms of trends, if these promotions do well, it will be an indicator that data is an increasingly important draw for users, even when it comes to budget-oriented MVNOs for which voice options were traditionally the main selling point.