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O2 switches on the service in London, Leeds and Bradford, with Vodafone beginning just in London; both will roll out to the same 13 cities before the end of the year
SIM-only deals will start from £26 a month with a contract and handset from £32 a month, with all plans coming with unlimited minutes, texts and data bundles from 1GB-8GB
Operator’s mobile base hits 22.5 million customers with over 200,000 contract additions, but revenue falls by more than five per cent in the quarter
Campaign to run across television, press and online, with TV advert first airing during Britain’s Got Talent on Saturday evening
Operator follows Three and T-Mobile with tariff that offers unlimited calls and texts, as well as 1GB of monthly data