Vodafone is to make it cheaper for UK customers to use data on their smartphones when in all of its European countries, plus networks in France, Belgium, Switzerland and Austria.
And while frequent travellers will have to agree to a price plan that includes data roaming within their monthly package, those UK customers who travel occasionally can take their domestic data plan abroad for only £2 a day. Although business clients are likely to make up the majority of the frequent flyers, customers on both business and consumer tariffs are able to choose from the two options.
Vittorio Colao, chief executive of Vodafone, said the new tariff is both simpler and cheaper, adding that: "We expect smartphone sales in Europe to grow from 32% to more than 70% by 2013 and we want to drive that growth with what we believe to be the best value market-leading roaming data package."
Vodafone's move caps a good year for smartphone users who travel around Europe, after an EU ruling capped mobile roaming bills at €50.