Vodafone to launch Voxi mobile youth brand in UK

Vodafone has launched a new brand confined to customers up to the age of 25, as it looks to steal market share from rivals Three and O2 in the youth market. The company will launch Voxi next week, its first sub-brand in the UK market, offering unlimited data usage for the most popular social media and messaging apps. The new brand is the first leg of Vodafone's plan to revive its image in the UK market, amid concerns that its brand does not really stand for anything. There are around 10m connections in the UK in the segment and Vodafone hopes to stress Voxi's youth credentials by introducing age restrictions. Virgin Media, Three and Sky Mobile have already launched offers aimed at data-hungry SIM-only users, and comparison service uSwitch estimates that around 30 per cent of UK customers already have a flexible SIM-only plan.

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