The initiative invites customers to mix and match bundles of voice calls, text messages, picture messages and mobile internet usage. It aims to capitalise on the fact that consumers' mobile usage habits are changing as they adopt new services and become less likely to commit to a standard tariff.
The company said Perfect Fit would be the biggest consumer pricing launch in the UK mobile phone market.
Perfect Fit price plans are available to consumers from today (Thursday), while the ad campaign is expected to break around May 19. Advertising by J Walter Thompson will feature ordinary people in a number of scenarios to demonstrate the concept of a 'perfect fit'.
Perfect Fit consists of three basic price plans: Anytime, Daytime and Evening & Weekend. Customers then choose packages of voice calls and data services based on their usage volumes to make up the price plan.
To encourage uptake of data services, it is offering £2 worth of free monthly services such as picture messaging and mobile internet services in an initiative called 'Try Me'.
Perfect Fit is part of Vodafone's attempt to steal a march on rivals by improving its average revenue per user (ARPU).
However, a spokesman for rival Orange claimed Perfect Fit "emulated" its 'Your Plan' tariffs. Orange announced on Tuesday it had gained just 1000 new customers, but boosted ARPU 7.3% to £263 in the UK during the past quarter.
Separately, Vodafone Ireland has hired ex-One 2 One marketing chief Tim Yates as marketing director on a permanent basis, having appointed him on an interim basis last year. Vodafone sees Ireland as an ideal test-bed for marketing and product innovation.
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