Woolworths Shutting Down Everyday Mobile

When Woolworths launched its Woolworths Mobile month-by-month mobile service in August, it said it also planned to maintain its Everyday Mobile prepaid option. But there's obviously been a change of heart, with Woolworths stopping new subscribers signing up to the prepaid service at the end of October and planning to switch off the service altogether at the end of March 2012.

This switch actually got announced at the end of September, but I only just got pointed to a Whirlpool thread discussing it. Woolworths stopped selling recharge vouchers at the end of October, and is giving customers until the end of November to redeem them. Woolworths says the switch is motivated by the increasing desire of its customers to access 3G data services (the Everyday offering is 2G only). The market changes fast; back in March 2010, Woolworths told Lifehacker that the "masses" weren't yet using data options.

Incidentally, the Whirlpool thread, started by a user who is complaining they are going to lose $150 of credit, seems based on a fairly whopping misreading of what's actually happening and what they're entitled to. Because the service is closing down, there's no longer the ability to roll over credit, but any existing credit will still be available for up to 100 days after Woolworths stops allowing recharge vouchers to be redeemed on November 30 (the exact period depends on the terms of the plan).

It's not an arrangement that it particularly likely to convince customers to switch to the cap-based Woolworths Mobile service, but it doesn't strike me as actionably unfair — you just have to use your credit within a fixed period, which is the basis of most prepaid plans. Realistically, a customer who wants a long expiry prepaid plan is going to look elsewhere rather than switching to the other Woolworths plan.

Everyday Mobile


Comments

    they couldn't add 3G and data packs to their existing service?
    or was it just a complete failure in the market?

      Everyday Mobile is an Optus 3G service with 2G fall back. Its a slate clearing activity and they should have reconfigured the USIMs or issued replacements when migrating old clients. Readers should raise a complaint with the TIO if they are about to loose money.

    Was Everyday Mobile reselling Vodafone (I remember reading it somewhere but can't confirm it,) whereas Woolworths Mobile is reselling Optus? I can understand their desire to move customers across, but I don't know why they really needed 2 separate branding for mobile services. They could have just moved everyone from Everyday Mobile automatically across or something, and sent them out a new SIM. That said, I can understand why they would want to kill it off, though the people who Everyday Mobile was aimed at (that is, non tech literate) probably don't really want to go through switching over, they just want to make calls!

    Yes I am one of the customers who is getting ripped off. I have been forced to use my credit way beyond my normal consumption. Woolies says that their costumers need data etc and can't keep the old plan. I too have found that Woolies no longer fits my requirements and have elected to shop at Coles, aldi , kmart and jb hifi.

    Probably one month to go and everyday mobile will be buried. No sign of Woolies recognizing my years of loyalty. Still a month to get my savvytel or Amaysim and recharge online. I won't recharge at Woolies unless there is a dollar to be saved. The paltry rewards deal take ages to accumulate a $20 voucher. Better of buying at aldi and save $20 a week.

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