Portuguese MVNO Moche, owned by MNO Meo and targeted at users under 25 years old, is running a promotion until 31 December. During the promotional period, customers can sign up for the Moche Legend 5 GB at the same price of the Moche Legend 500 MB package. Besides 5 GB of internet service, users get 5,000 minutes per month for calls to all networks, paying only €2.25 (US $2.35) per week (traffic for some apps is free of charge). However, the promotional validity period is only three months.
As we have written on several occasions recently, the youth market is a particularly vital and fertile one for mobile operators. Despite their budget-mindedness, youths are at the formative stage with regard to usage habits and brand loyalties, and for that reason, operators do well to cultivate them heavily with targeted offers and even targeted MVNOs. Moche is just such an MVNO. By offering a promotion that radically discounts an already budget-oriented offer and allows users to consume huge amounts of data, Moche is making a savvy move to capture and retain young users—and then move them onto more expensive and data-intensive plans after the three-month promotional period is over.