{"id":34716,"date":"2023-06-12T10:53:57","date_gmt":"2023-06-12T09:53:57","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=34716"},"modified":"2023-06-12T10:53:57","modified_gmt":"2023-06-12T09:53:57","slug":"o2-uk-deploy-secret-shoppers-embarrass-ee-vodafone-and-three","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2023\/06\/o2-uk-deploy-secret-shoppers-embarrass-ee-vodafone-and-three.html","title":{"rendered":"O2 UK Deploy Secret Shoppers – Embarrass EE, Vodafone and Three"},"content":{"rendered":"

Cheeky mobile operator O2<\/a> (Virgin Media<\/a>) recently hired a team of “independent secret shoppers<\/em>” to visit EE<\/a> (BT<\/a>), Vodafone<\/a> and Three UK<\/a> stores to see what contracts were available to them, which found that split contracts (i.e. separate contracts for the handset and airtime) are “harder to get hold of than some networks have customers believe<\/em>.”<\/p>\n

Firstly, a little context. Last month VMO2 published the results of a new survey, which suggested that “millions of consumers<\/em>” in the UK were overpaying for their mobile phones by as much as \u00a3530m each year<\/strong> (here<\/a>). This reflected the fact that some bundles of both mobile handsets and tariffs (airtime contracts) will continue to charge consumers for the handset, even once the minimum contract term has ended.<\/p>\n

NOTE:<\/strong> The research was conducted by Proinsight Research Ltd between the 26th May to 4th June 2023, which involved visiting just 15 stores across the UK and the operators\u2019 websites.<\/div>\n

However, while it is true to say that many consumers remain stuck in a contract where this kind of thing can happen, VMO2’s rivals at EE<\/a>, Three UK<\/a> and Vodafone<\/a> were still quick to point out that they do in fact now offer the option of split contracts to consumers (catch – these aren\u2019t always the default and there\u2019s certainly some room for improvement).<\/p>\n

VMO2 has now taken this fight a step further by hiring a team of “professional mystery shoppers<\/em>” to help them test how simple (or not) it is for consumers to take out a split contract with their rivals. The team was tasked with going onto UK high streets and operator\u2019s websites, while posing as new customers looking to take out a contract on a new handset.<\/p>\n

Summary of the Outcome<\/strong><\/span><\/p>\n

\u27a4 Despite EE labelling Virgin Media<\/a> O2<\/a>\u2019s campaign \u2018misleading\u2019 and claiming to offer split contracts, findings from the secret shopping visits show that when entering an EE store to enquire about a new contract, none of the secret shoppers were able to sign up to a split contract. And despite searching the EE website extensively, the expert secret shoppers were unable to find a \u2018Flex Pay\u2019 plan or any other form of split contract.<\/p>\n

\u27a4 Vodafone and Three fared better, with shoppers proactively offered a split contract in all Vodafone and most (80%) Three stores, as well as being available online.<\/p>\n

\u27a4 Staff from all providers were unable to definitively say what would happen when asked if friends who had been out of contract for a long time could still be paying for their phones, highlighting the confusion which surrounds the issue.<\/p><\/blockquote>\n

Naturally, this is all a bit of clever marketing, since O2 customers have been able to benefit from split contracts for more than a decade after it became the first operator to introduce these plans in 2013 (O2 Refresh). But the point they make about how easy it is to find and compare such plans does hold some water.<\/p>\n

Gareth Turpin, Chief Commercial Officer at VMO2, said:<\/strong><\/p>\n

“It\u2019s time for the industry to end this half a billion-pound problem by providing consumers with choice, consistency and clarity on their phone contracts. This is not about picking a fight with our competitors; it\u2019s about increasing awareness of a key consumer issue and urging others to help solve it.<\/p>\n

Consumers are not getting the information they need, with millions finding themselves paying twice for phones they already own. Confusion abounds, with some claiming to offer split contracts that are seemingly impossible to get hold of online or in all the stores our expert shoppers visited.<\/p>\n

While it\u2019s great to see more operators offering their customers split contracts, a decade on since O2 first launched these plans, we hope they\u2019ll now join us in automatically rolling down direct customers once their device is paid for, and providing clear information when the phone is paid off to help end this smartphone swindle once and for all.”<\/p><\/blockquote>\n

Just to remind readers. Ofcom<\/a> have already introduced (2019) a range of measures to help tackle issues like this, such as by requiring mobile operators to be more transparent about related plans (here<\/a>). Sadly, this hasn\u2019t completely resolved the issue, and Ofcom<\/a> are known to be reviewing it, again. The regulator\u2019s End-of-Contract Notification<\/a> (ECN) system, which was introduced in February 2020, is another helpful tool.<\/p>\n

The risk for VMO2 here is that their rivals might now be tempted to adopt a similar “secret shopper<\/em>” approach in the future, such as when attempting to highlight an area where they may be doing poorly. Popcorn at the ready.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cheeky mobile operator O2 (Virgin Media) recently hired a team of “independent secret shoppers” to visit EE (BT), Vodafone and Three UK stores to see what contracts were available to them, which found that split contracts (i.e. separate contracts for the handset and airtime) are “harder to get hold of than some networks have customers […]<\/p>\n","protected":false},"author":1,"featured_media":33301,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[474,405,32,63,475,96],"class_list":["post-34716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-bt","tag-ee","tag-o2","tag-three-uk","tag-virgin-media","tag-vodafone"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nO2 UK Deploy Secret Shoppers - Embarrass EE, Vodafone and Three - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Cheeky mobile operator O2 (Virgin Media) recently hired a team of "independent secret shoppers" to visit EE (BT), Vodafone and Three UK stores to see what\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2023\/06\/o2-uk-deploy-secret-shoppers-embarrass-ee-vodafone-and-three.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O2 UK Deploy Secret Shoppers - 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