The double extra cheese mobile phone tariff
You think I jest, but I do not. In my travels to get to the US – I stopped over in Atlanta and had a hot dog. The hot dog was 3 dollars but the sales woman kept asking me for more and more extras. I couldn’t resist them and then my 3 dollar hot dog became a 12 dollar hot dog with at least 2 pints of coke light in the biggest cup you ever saw in your life.
Yikes.
So that got me thinking. Do you remember Congstar the German discounter provider owned by DT? Well it said that is was the “hamburger” of the mobile world. I laughed at the time. But now I see what the deal was. Some German worker had obviously also been to the US – walked out with a loaded cheese burger and dreamt up the concept.
It’s just a shame that DT/ Congstar executed it so badly. They focused on the flat rate fee and the no fee and add-on charges.
What they should have done is made the tariff the price of a hot dog and they added irresistible top ups for 1.99 or 50 cents on top of this. Consumers understand the “little extra” or “top-up” or “buy one get one free” mentality. They don’t get volume data charges – or minute data charges or flat rate fees that aren’t really flat rates.
I think Congstar could work if it gives it another go with a little bit more vision and creativity in tariff choice. So far DT has been very quiet on the company and its success.
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