Vodafone launching low-budget brand ‘Yu’, plugging Joyn

25 Oct 2012

Vodafone Spain is launching a low-budget mobile brand under the banner ‘Vodafone Yu’, with an emphasis on the youth market, providing pre-paid unlimited on-net calls at lower rates, as well as cheap bundles of texts, data and calls, and access to promotions via a branded portal. The Vodafone Yu launch is in response to low-cost services provided by rivals Movistar – under the Tuenti brand – and Orange (‘Amena’). As reported by Engadget Mobile, Yu will offer three pre-paid tariffs at launch, costing between EUR8 (USD10.40) and EUR16 per month, and will offer ‘enhanced’ access to Joyn, the messaging/multimedia communication service which is backed by mobile operators and industry association the GSMA as a rival to third-party OTT applications such as WhatsApp. Joyn was launched first in Spain, ahead of expansion to other countries including Germany and South Korea from this quarter, and is also being embedded in handsets under agreements with most major manufacturers (notably excluding Apple).

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