Three wants to double its UK base to more than 11 million in the next five years, it told Mobile News last week.
Three UK sales and marketing director Marc Allera explained its latest brand refresh (‘3’ to ‘Three’) is to change perception of its network, which retains a “stigma” from its difficult early days.
Three is to market itself for network quality going forward, rather than for its straight value proposition. Allera said 3 has the “biggest” and “best” 3G network in the UK and will make “significant noise” about the matter.
Allera said: “Our strategy is to double our subscriber base in the next five years. The key thing for us is to continue to build the best network, and to be leader in mobile internet and customer service.”
He said the reduction of mobile termination rates to less than a penny by 2014, announced last month, will enable Three to make a “genuine” assault on the voice market for the first time, and will see it grow its prepay customer base. Three will offer unlimited data and voice tariffs when mobile termination rates come down.
Allera said: “Customers want to use data services on the move, and we want to be the default choice for that network connection. Default choice. That’s the business we are in – giving customers a connection to the internet.
“We are putting less focus on price and more on value, and that’s a big change for Three. We are confident we don’t have to shout about the price because we can offer value across a range of things like the fact they are on the strongest and most reliable network.
“Customers of other networks may have an opinion on us and it’s almost certainly out of date. The perception of our network has not been particularly positive historically, but that has all changed now and we need to show that.”