3 hope to increase customer base

Having recently announced they will be rejigging their pay as you go tarrifs to remove more money from their customers 3 believe that they will be able to increase their customer base thanks to their involvement with the Terminate The Rate initiative.

3 will start to aggressively grow its customer base after termination rates were slashed last week, its CEO Kevin Russell has pledged. Russell said the changes outlined by Ofcom, which will see the rates cut to 0.5p over the next five years, meant he could focus on the mobile operator’s market share.
The existing charges have impacted on 3, which is still to report a profit since its launch in 2003, because it has a small customer base. With a base of just over 5 million, 3 pays out more in charges to rivals than it receives for connecting calls to its network. However, the reduction in termination rates will allow 3 to make more from voice calls and aggressively target new customers with competitive rates