Value over data: Vodafone's bid to redefine 'premium'

Vodafone’s new plans push extra services and added value over larger data allowances. But if it doesn’t sell this point properly, it could backfire badly.

There is no denying that there is a gap in the upper section of Australia’s telco market for premium mobile plans with generous data allowances. The likes of Telstra and Optus only supply a couple of gigabytes of data with their most of their higher range plans.

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