Lebara, an MVNO in the Netherlands, recently launched a new marketing campaign that highlights the drawbacks of unlimited data plans. With a focus on limited data options and the potential cost savings, Lebara aims to capture the attention of a broader audience. With discounts on two-year contracts and postpaid data options ranging from 1 to 20 GB per month, Lebara is positioning itself as the “logical” choice for those who only want to pay for what they truly need, standing out amidst the industry’s push for unlimited offerings.
Lebara’s decision to diverge from the industry trend of promoting unlimited data plans reflects a clever execution of the asymmetrical marketing strategy often employed by insurgent players like MVNOs. Challenging the narrative that unlimited is always better, the campaign redefines the perspective on unlimited plans as one of overpaying for unused data, which allows the MVNO to differentiate itself and position its limited data postpaid plans as the smart and logical choice. In the process, Lebara is attempting to identify itself as a customer-friendly alternative dedicated to meeting its customers’ actual data needs, rather than another operator which is promoting higher priced unlimited plans.