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No it's not an easy task, but GiffGaff did exactly this. And they are just another service provider, they aren't offering something unique.
I think you're missing the point. Dent don't charge for data. They provide a marketplace for people to buy and sell from each other without a middle man. Dent don't decide how much data sells for, the buyer and seller are the only ones who decide this. So O2 and Vodafone don't get to set the prices.
And it's not about the poops of the world. Poop is probably older than I am. This is about the younger generation who understand technology better than we do. The kids are the people most likely to see the benefits of this kind of economy. They're the ones who will say "O2 is for boomers". They're the ones who will drive the evolution of communications, while dinosaurs like me and poop stick with what we know and trust, even if it costs us more.
I mean, this kind of service isn't for me. I am on PAYG and top my phone up rarely. I don't use it. But if I were someone who travelled a lot, and used my phone while travelling, or someone who regularly paid for minutes I didn't use, I would definitely be interested in this kind of service, and if Dent are the only ones offering such a service, they will likely get my custom.
I'll be worried if another company with the same model is outperforming Dent.
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