Comeback kid? Kogan Mobile returns on Vodafone network

The announcement that Kogan Mobile has returned to operate on Vodafone’s 3G network has the IT industry speculating that the re-emergence will shake up the Australian MVNO market.

The coming together of the two big brands claims to offer consumers “incredibly” low prices on a reliable network.

Kogan Mobile Executive Director David Shafer said the company sets a new benchmark for what a great value mobile deal looks like.

“Kogan Mobile is back and it’s better than ever. We're here to do what we always do — cut out the middlemen and save smart shoppers some hard-earned money,” said Shafer.

Around 120,000 customers were affected by Kogan Mobile the last time it was operating, when Telstra wholesaler ispONE went bust in August 2013.

“This time, Kogan Mobile has cut out the middlemen in a direct deal with Vodafone, which means we can pass on savings to customers, whose service will be reliably delivered by Vodafone. We now have a network ally who is really supporting us, isn’t scared of competitive pricing and has an interest in seeing Kogan Mobile succeed in the market,” said Shafer.

In direct competition, supermarket giant Coles has also just announced it is offering prepaid mobile plans in conjunction with Optus.

Earlier this year, Woolworths let go of Optus as the carrier for its Woolworths Mobile MVNO and took on Telstra instead.

Coles Mobile will reportedly offer two prepaid plans to begin with using the Optus 4G Plus network.

Both entrants to the market are offering reward point systems — Kogan Mobile customers can earn one Qantas Point for every dollar spent with Kogan Mobile, while consumers can convert 500 flybuys points earned instore at Coles to a $2.50 discount on Coles Mobile recharges.

Image caption: A selfie celebrating the big announcement. L-R: Vodafone Chief Executive Iñaki Berroeta, Kogan founder Ruslan Kogan and Kogan Mobile Executive Director David Shafer.