Aldi Mobile has updated its Unlimited plan, halving the data allowance. Ausdroid reader Vijay also reports that the $10 International calling credit that used to come with a $35 recharge has been removed.
We’ve seen major changes in the highly-competitive world of Australian Mobile Virtual Network Operators (MVNO’s) in the last few months Red Bull Mobile, Crazy Johns and more have disappeared, while Kogan Mobile departed the market in the wake of the ispOne / Telstra stoush, which Aldi notably survived.
This move by Aldi seems eerily similar to changes we saw to Kogan’s plans over time – same price, less value. That didn’t work out too well for them – the Big Three networks (Telstra, Optus and Vodafone) continue to put financial pressure on the smaller players who buy space on their networks. Will Aldi escape Kogan’s fate, and will it do so with its name for value intact?
Updated 23-10 :
Aldi has this morning sent through a full statement on the changes:
ALDI Australia is committed to delivering transparent messaging in all
of its communication and continues to introduce initiatives that
inspire trust and open transparency in the marketplace. As part of
this commitment, we can confirm that there will be a change in data
allowance on the ALDImobile Unlimited Plan, in effect from 22 October,
With the revised ALDImobile Unlimited Plan, customers will be given
unlimited calls and texts to national standard numbers, unlimited
voicemail, unlimited 13/1300/1800 numbers and 2.5GB of data which has
been reduced from the previous 5GB of data, to be used within the 30
Our research shows the majority of ALDImobile customers use less than
1GB of data monthly and as such, the reduction in data allowance
should have minimal impact on our existing customers. With market-wide
increases in the cost of pre-paid data, this change has been made to
ensure the ALDImobile service remains affordable for our customers.
All ALDImobile Unlimited Plan 5GB Scratch Cards that are currently in
store will be removed from 21 October and the new 2.5GB Plan Scratch
Cards will be available in-store for customers to purchase on
approximately 28 November 2013. The new Card will continue to be
available for $35 and this price remains extremely competitive, with
customers still able to enjoy parts of Telstra’s 3G mobile network.
ALDImobile is notifying all customers who currently use the Unlimited
Plan of the change in data allowance through email or SMS and
information cards will also be on display at all ALDI stores.
We encourage customers with any enquiries to contact the ALDImobile
customer service number on 2534 (Free Call on ALDImobile phones) or
1300 989 000.
Our commitment to quality, transparency and value has positioned ALDI
Australia as one of the leading supermarkets in the country. Since
2006, ALDI Australia has dominated the Roy Morgan customer
satisfaction survey of household shoppers and been awarded Supermarket
of the Year at the Roy Morgan Customer Satisfaction Awards in both
2011 and 2012.
Are you an Aldi customer? How will this change affect you?