Vodafone has announced that its Red tariff will be extended to cover a total of 14 European markets this year.

In what the operator is calling its largest multi-country marketing campaign for five years, new features are also being unveiled.

Vodafone Red offers consumers and businesses one integrated service plan that includes unlimited calls and text messages to any network in the customer's home country.

In addition, there are “very generous mobile data allowances” as well as cloud and online protection services to back up and secure personal data.

Vodafone Group Chief Commercial Officer Morten Lundal commented: “We know customers are looking for the freedom to communicate with confidence in order to help them with their increasingly complex mobile lives.

“Vodafone Red has been built from the ground up to meet the demanding needs of European consumers and businesses.”

At Mobile World Congress this year, CEO Vittorio Colao said the results of Red trials in Italy were like “nothing else I have seen in 20 years of working in telecoms” and that he wanted to get 20-30 percent of the operator’s entire retail customer base onto a Red tariff.

Vodafone’s latest financial results revealed revenues in Southern Europe fell by 17 percent, while Northern and Central Europe was down by one percent.

In a further effort to drive new revenues, Vodafone customers across all 14 European markets will get access to a range of new options including multi-device and family plans.

Operators across Europe are looking to redefine the tariffs they offer customers.

Last week, UK mobile operator O2 unveiled a new tariff that decouples the cost of a mobile phone from the cost of calls, texts and data.

Meanwhile, Sweden-based Telia launched a new tariff last month that enables customers to connect up to seven mobile devices to one mobile subscription in which data can be shared.

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