Vodafone Germany brand Otelo has increased data allowances for new customers age 27 or younger who subscribe to the Otelo the Young tariff by 31 August. For €19.99 (US$22.48) per month, the plan includes unlimited calls, SMS at €0.09 (US $0.10) each and 3 GB of data (up from 2 GB) at up to 21.1 Mbps. This offer only applies to new contracts entered into at an Otelo branch and to existing customers who renew their contracts or change plans.

Tarifica’sTake

The youth demographic is extremely valuable to mobile operators, for many reasons including its propensity to consume large amounts of data, its potential to form long-term brand loyalties, and its sheer size worldwide. As such, it is wise for MNOs to court youths, and budget brands such as Otelo make this their strong suit. A summer promotion is a good way to continue and intensify this effort, and offering free bonus data is a particularly appropriate way to do so, given the aforementioned tendency of young subscribers to engage in data-hungry mobile activities, such as streaming entertainment content.