Orange launched in March 2017 its new Go-branded mobile range, replacing its previous animal-named plans. The three largest plans offer a big increase in the amount of data included, for only a slightly higher monthly fee. For example, its most expensive plan Go Top includes 20GB and unlimited calling for EUR 44.95, while the previous Ballena plan came with only 6GB for EUR 41.95. This results in a 7 percent monthly fee increase for more than three times as much data. The second-largest plan went from 3GB for EUR 31.95 to 8GB for only EUR 1 more. Orange’s second brand Amena also increased data on all its plans without changing prices. Its smallest plan gained 1GB, while the largest plan jumped from 7GB to 25GB.
Vodafone Spain also refreshed its offer in the past year. The company stopped offering its most expensive plan Red XL, priced at EUR 65 for 10GB and unlimited calls/ SMS. The Red L plan became its top offer, with 20GB of data instead of the previous 6GB and unlimited calls/minutes for EUR 47 per month, a price increase of EUR 2 compared to Q1 2017. The Red M and Smart S plans also saw a price increase of EUR 2, while the data bundles more than doubled.
| Old plan name | Old Price | New plan name | New price |
| Vive 2GB including 0 cents per minute +pay setup call | EUR 15 | Vive 2GB including 0 cents per minute + pay setup call | EUR 14 |
| Vive 1.5GB including 200 minutes including setup call | EUR 26 | Vive 4GB including 100 minutes including setup call | EUR 22 |
| Vive 2.5GB including unlimited minutes | EUR 34 | Vive 8GB including unlimited minutes | EUR 32 |
| Vive 15GB including unlimited minutes | EUR 40 | ||
| Vive 5GB including unlimited minutes | EUR 45 | Vive 25GB including unlimited minutes | EUR 50 |
Yoigo recently announced a new advertising campaign that aims to distance the operator from the price increases at the other operators. The campaign focuses on the brand’s values of “empathy, honesty, transparency and courage” and a pledge never to increase customer prices. In our annual comparison of prices at Yoigo in Q1 2018, we see only a slight increase in price and more data for its smallest plan (+300 MB for EUR 1.60 more per month), and it added an extra plan with unlimited calls and 5GB.
Looking further back in Telecompaper’s pricing database (which dates back to 2013), we can see that Yoigo’s flagship plan ‘La SINFIN’, which was launched back in 2015, has grown from 20GB to 25GB with only a 10 percent increase in price. Masmovil, which acquired Yoigo in 2016, seems to focus more on the lower end of the market, providing the most competitive price per GB with various minute bundle options. Currently it offers 16 possible plan combinations, including a top plan of 8GB with unlimited minutes for only EUR 24.90 per month.
While the other operators are focused on the higher end of the market where prices and data allowances are growing, the smallest player Masmovil is trying to grow its market share with a lower priced offer to serve the mass market. All the operators are looking to capture the growing amount of customers using more data each month, with average monthly usage in Spain now estimated at over 4 GB per customer.
