The agreement sees the Maxroam service made available as an ancillary buy on the Ryanair website, giving passengers the ability to receive SMS and calls for free when they buy a SIM card for Euro 5.
Not content with just offering free incoming calls across a network of 43 European countries, passengers can buy a bundle deal worth Euro 29 giving them a phone, SIM card and Euro 10 call credit.
Charges run at Euro 0.29 per minute for a call within the network of countries and Euro 0.09 for every outbound SMS.
Given the current charges applied by many existing mobile service operator, Maxroam’s partnership with Ryanair appears to be quite a major package – with the potential volume of passengers snapping up the package a handy way of spreading the word virally through word-of-mouth.
With countless offers and other ancillary products thrown at passengers throughout the online and physical journey (including such items as lottery tickets), the challenge for Ryanair will be how to market the service.
Expect dual messages around “low fares, low roaming”, no doubt.