"However, consumers also still want to retain a more personal level of communication by calling or sending a text.
“The Full Monty has been designed for customers who want the peace of mind that there are absolutely no limits placed on their allowances, while also knowing they’re getting market leading value for money.”
However, T-Mobile’s new tariffs are at odds with Everything Everywhere chief executive Olaf Swantee’s declared ambition to boost margins at the company, rather than relentlessly pursue market share.
It also contrasts with the company’s controversial decision to increase tariffs at its other network, Orange, on the grounds that operating costs are increasing.
Orange’s 4.34pc price rise was the first in the network’s history and sparked fury among Orange customers when it was announced in a text just before Christmas.
Source : http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/telecoms/9047868/Everything-Everywhere-to-spark-mobile-phone-call-price-war-with-T-Mobile-cuts.html