Supermarket giant Woolworths will become the newest player in the highly competitive mobile phone market, announcing plans to introduce a new, no-frills pre-paid service.

Woolworths will team up with Optus after having signed a Mobile Virtual Network Operator (MVNO) which will allow them to use their current mobile infrastructure.

The Woolworths Everyday Mobile brand is expected to target the everyday, casual mobile phone users who are after easy, simple mobile phone deals.

After extended research in the market, it was revealed that many mobile customers were fed up with the confusing and technical plans and mobile phone packages currently in the market.

Woolworths have targeted their new service specifically at these complaints, offering pay before you use system and offering highly competitive rates for customers.

The new service will charge 15 cents flag fall for each call and 15 cents for 30 seconds. Customers can also send standard text messages to mobile numbers for 15 cents.

Everyday Mobile SIM packs will sell for $2 starting today from Woolworths Supermarkets, BIG W and Dick Smith stores across Australia.

Alex Cochran, business manager for Woolworths Everyday Mobile, said listening to the public was vital in their decision making.

“Our customers have told us the amount of plans, caps and bonuses is confusing and what they really want is clear and transparent pricing and everyday value,” he said.

“Woolworths Everyday Mobile cuts through the confusion and offers call rates that are easy to understand. There are no unnecessary extras, no lock-in contracts and no hidden charges making it the perfect choice for people who just want a simple mobile solution.”

After the successful transition into the petrol station industry, Woolworths now appear to be stamping their claim as one of Australia’s leading organizations.

While many may argue the move is just another blow for independent and local companies around the nation, with multinational companies continuing to dominate the market, positives do exist.

Regardless of their motives, Woolworth’s entry into the mobile phone market signals many good signs for the public, with an increase in competitive pricing and more choice for the mobile phone user.

It also begs the question. What other mutlinational companies will be tempted to join the mobile phone market?

WHAT’S YOUR OPINION?

Will you consider using the Woolworths Everyday Mobile pre paid deal?

Are you satisfied with the pricing of the new service?