How The Telecom Company Free Disrupted The Mobile Landscape In France

Imagine a mobile phone plan, such as the one from Free in France, with unlimited talk, unlimited SMS and MMS messages, tethering and, even more important, unlimited data with a speed reduction after 3 GB. Usually for that plan in the U.S., you would pay more than $100 for limited data with a two-year contract. In France, it costs $25 per month (?19.99, sales tax included) and there is no contract. Yet, it is something radically new for French consumers who used to pay between $57 and $82 per month (?45 and ?65) for a smartphone plan with only a couple of hours of talk time. The French telecom company Free disrupted the mobile landscape by using very clever technology, marketing and financial tricks. As a company with a hacker culture, Free is a good example of how to execute against well-established competitors.

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