Up to 33% of Mobile Broadband Buyers Have Gripes

More than 10 percent of mobile broadband users feel that they were mis-sold, according to a survey sponsored by U.K. mobile provider O2. Nearly a third complaining that the ongoing cost was higher than expected while 20 percent found they were unable to use mobile broadband where they wanted it despite being told by providers that there would be coverage.

Another 13 per cent were frustrated that there was no returns guarantee if the service wasn’t right for them and around half wanted inclusive Wi-Fi as a standard option.

In response, O2 is changing practices to address the complaints, including a price reduction on core mobile broadband tariffs, the launch of a new coverage checker and a 50-day "happiness guarantee."

International roaming has been a key element in "sticker shock," so that feature will not be automatically enabled for all new O2 Mobile Broadband customers. New customers will need to contact O2 Customer Service to have roaming activated so that O2 can explain the likely costs.

For heavy users, O2 is also introducing a new 10 GByte package for £30 per month on a two year tariff and is also the only provider to offer all its customers unlimited Wi-Fi through any of the 6,100 hotspots through an exclusive partnership with The Cloud.

In addition, O2 is reducing the price of its core Mobile Broadband tariffs, with 3GB packages costing just £15 per month. Customers purchasing an 18-month or 24-month contract will also receive a free USB modem (or £99.99 on a rolling monthly contract).

An improved coverage checker will provide what O2 calls "an honest assessment" of the likely coverage customers will receive at their home locations.

The 50-day guarantee allows users to terminate service without penalties and return adapters for a refund.