Telecom Italia (TIM) has rebranded and relaunched its offer for younger users, replacing TIM Young with a new plan called TIM Super Young 5G. The plan is available to anyone under the age of 25 and comes with unlimited calls and SMS, plus zero-rated data for chat, social networking, music, gaming and e-learning. TIM Super Young 5G also includes the TIMmusic service with a catalogue of over 50 million tracks.
It comes with 50 GB of data at up to 5G speeds for €11.99 (US $14.60) a month when tied to a credit card or bank account, or 25 GB on a monthly pay-as-you-go basis. Activation fees are €9.00 (US $10.96) for new customers and €19.00 (US $23.13) for existing customers.
It appears that with this revamped offering, TIM is attempting to convert its youth customers into 5G customers. Since it is necessary to have a 5G-compatible handset in order to experience 5G speeds, the operator is doing everything in order to get subscribers on board except placing such devices into their hands. The chief selling point is the generous provision of zero-rated data. In fact, so many services are zero-rated that a user with a compatible device could be accessing a great deal of high-speed data without paying any extra. The huge catalogue of streaming music tracks is an additional perk that should prove persuasive.
The operator is also incentivizing its young users to pay by credit card or bank account rather than using the service on a pay-as-you-go basis, by allowing twice as much data to those who choose the former option. In so doing, it is clearly responding to the distinctive nature of this demographic, which is relatively poor but promising in terms of developing future business.