Vodafone has made it cheaper and easier for users to make calls, check emails and surf the web while abroad.
From 1 December, customers will be able to choose from daily and monthly roaming rates, the former of which Vodafone reckons is a 60 per cent reduction on previous prices.
Vodafone Data Traveller, which costs 2 a day, will give users a 25MB daily allowance. Those who travel more frequently can get the same volume of data for 10 a month. This is enough data to read and reply to 250 emails or download 65 maps, according to Vodafone.
"This is the year of the smartphone and we want our 35 million European data users to feel free to use their devices in Europe in the same way as they do at home," said Vittorio Colao, Vodafone's chief executive.
"We expect smartphone sales in Europe to grow from 32 per cent today to more than 70 per cent by 2013, and we want to drive that growth with what we believe to be the best value, market-leading roaming data packages."
While UK users get to benefit almost right away, some European users will have to wait a bit longer. Vodafone says the new pricing structure will cover its "entire European footprint" by next summer.
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