Switzerland largest supermarket chain, Migros, is revamping its mobile plans. The biggest change is a rebranding from M-Budget Mobile to the new Migros Mobile brand. The move spells the end of the M-Budget Mobile brand, which was launched almost exactly 20 years ago.
The reasons behind the rebranding
Migros responded to a moneyland.ch enquiry by stating its aim in rebranding to Migros Mobile is to provide modern and clear positioning for its mobile service. Migros aims to provide the best value for money. Migros Mobile combines the quality of the Swisscom telecom network with the Migros pricing model.
Low priced mobile plans?
Migros announcements about the launch of Migros Mobile largely center around low pricing. This is in line with the Migros move to lower pricing in its supermarkets adopted around 10 months ago. The new mobile plans are marketed as low-cost mobile plans. The retailer also highlights the absence of hidden costs and the simplicity of pricing schedules.
An overview of the new Migros Mobile plans
Migros offers four new mobile plans. The basic monthly flat fees for these plans range between 13.95 francs and 29.95 francs. The two more expensive plans both include unlimited local calls and data within Switzerland in their flat fee. The two cheaper plans also include unlimited local phone calls and SMS messages, but data is limited to 5 gigabytes and 10 gigabytes of local data respectively. Migros Mobile offers a family discount of up to four francs per month and plan to customers sharing the same household.
Although the mobile plans are sold under the Migros brand, the contract is between the customer and Swisscom, which provides the telecom network for Migros Mobile. All customers will now have access the Swisscom’s 5G network.
Three of the four Migros Mobile plans include data roaming allowances for EU countries, with either one or 10 gigabytes of roaming data included in the flat fee. Roaming allowances for EU countries are now commonly included in Swiss mobile plans.
The table below gives you an overview of the new mobile plans:
How are the Migros Mobile plans different from M-Budget plans?
The basic monthly flat fees of the new Migros Mobile plans are noticeably lower than those of the old M-Budget Mobile plans. At the same time, the new plans also include much more local data for mobile Internet access in Switzerland.
The cheapest M-Budget Mobile plan cost 19 francs per month and included 2 gigabytes of data. The cheapest Migros Mobile plan costs 13.95 francs and includes 5 gigabytes of data. The cheapest M-Budget Mobile plan with unlimited local calls and data for a flat fee cost 59 francs, while the cheapest flat-fee plan from Migros Mobile costs 25.95 francs.
People who are already M-Budget Mobile customers can keep their existing plans, but will automatically receive more data without a change in price from September 10, 2025. Because the new Migros Mobile plans are much cheaper, changing your plan is advisable. A possible move to a competing offer is also worth considering.
How prices compare to other mobile plans
A comparison with competing offers shows that Migros Mobile is very expensive compared to many other Swiss carriers. In Table 2, you can see mobile plans that are both cheaper and include at least the same amount of data as equivalent plans from Migros Mobile. Only mobile plans that, like Migros Mobile plans, include unlimited local calls in Switzerland in their flat fees are shown in the comparison.
The rebranding also applies to prepaid mobile, home Internet, and TV
Prepaid mobile offers will now also be sold under the Migros Mobile brand, but pricing and features will remain unchanged. The home Internet and TV plans, on the other hand, are being revamped. Migros Mobile customers will now pay 34.95 francs per month for a slow home Internet connection, and 49.95 francs per month for a high-speed plan. The optional TV plan with 250 channels and time shifting can be added for an extra 9.95 francs per month.
Conclusion by moneyland.ch telecom expert Ralf Beyeler
After almost exactly 20 years since its launch on September 12, 2005, the M-Budget Mobile brand is being phased out. Its products simply offered too little and cost too much compared to competitors.
Still, it is surprising that Migros will no longer sell telecom services under its M-Budget brand, which is a household name in Switzerland. The reasons given by Migros do not really convince me. For me personally, the Migros brand does not have a clear association with value for money. Those are properties that I tend to associate with the M-Budget brand.
The new Migros Mobile plans are certainly much cheaper than the previous Migros offers, but they simply do not live up to Migros’ claims that they are low-cost mobile plans. The Migros Mobile plans are between 44 and 81 percent more expensive than the cheapest equivalent offers on the Swiss market, depending on the plan. Additionally, offers from competitors have more mobile data. In the case of three of the four Migros Mobile plans, there are more than one competing offers that are more affordable.
The claims of simple pricing schedules also miss the mark. Most Swiss carriers that are subsidiaries of larger telecom companies, or are powered by a large telecom company but sold under another brand, have three to five different offers with different pricing. That is also true for Migros Mobile.
While Migros’ rebranded offers may be cheaper than its previous offers, the promises of low-cost telecom plans do not hold up against a comparison with the competition.
Deal of the Day 
