Mobile phone operators sell your leftover data at the end of the month.

But if they sell your data. We can buy it back.

So from all European roaming subscriptions we bought the leftover data and used it to create the InterRail Mobile cell phone network. A dedicated cell phone carrier for InterRail train travellers, connecting thousands of InterRailers with free roaming. And others at the lowest rates in Europe

We had to improve the mobile offer for young people taking this European trip. Research shows a smartphone penetration of 71%. More than 94% of 16-24 year olds access mobile internet every day. And 66% share a daily social media update via their mobile. In other words: mobile and social are an essential part of their lives. A life the target audience is not willing to pause while travelling throughout Europe. Based on these insights, we decided to create a new and dedicated cellular operator for these youngsters travelling with InterRail. Thus creating the most ideal circumstances for people to take this trip and turning every single train traveler into a social medium for InterRail. By facilitating sharing in this way, InterRail has alleviated a pain-point for the always-on generation.

Purpose:

Mobile phone operators sell your leftover data at the end of the month.

But if they sell your data. We can buy it back.

So from all European roaming subscriptions we bought the leftover data and used it to create the InterRail Mobile cell phone network. A dedicated cell phone carrier for InterRail train travellers, connecting thousands of InterRailers with free roaming. And others at the lowest rates in Europe.

Insight:

The InterRail Global pass is a typical product for youngsters. Within that target, our research shows a smartphone penetration of 71% on average. More than 94% of people between 16-24 access mobile internet every day. And 66% share a daily social media update via their mobile device. So mobile and social have become an essential part of their lives. A life the target audience is not willing to pause while travelling throughout Europe. That’s why offering them the chance to get free data roaming for Europe together with their InterRail Global pass was an improved travel offer for these youngsters.

Execution:

First we had to find a way to buy and collect the cell phone data leftovers sold by the mobile phone operators in Europe. Once we identified a broker who could handle this, we started collecting left over data packages to build the InterRail Mobile cell phone network. Next we bought a cell phone network license and branded it InterRail Mobile. We then produced thousands of SIM cards, each of course with its own mobile phone number, and then we were up and running as a cell phone network in Europe.

The innovation lies not in the technological part of this idea, but in the insight, the business model and the service marketing behind it. Creating ideal circumstances for youngsters to travel by train throughout Europe.

Travel takes more than a ticket.

It’s about giving people total freedom during their journey.

The InterRail Mobile cell phone network is a first in a series of service marketing efforts by InterRail.

One year later, last Summer's cell phone numbers are still in use by many youngsters preparing to travel Europe again during the Summer vacation.

In addition, our campaign, joined by strong lobbying and political influence by various news media and European consumer organisations managed to become part of a successful movement against these outrageously high roaming costs in Europe. Concluding in new EU legislation announced by Mrs. Neelie Kroes, Vice President of the European Commission and responsible for telecoms and digital connection in Europe. As of next year, the European parliament will put an end to these huge roaming costs in the EU. Stating, in Europe, in telecoms and online there is no place for borders. It's called the World Wide Web for a reason.