The European Commissions continued push to cut the cost of mobile roaming within Europe will see prices fall by up to 50 per cent from 1 July.

Last year, caps were placed on roaming charges for both calls and data. While all the caps are lowering, the growth of mobile internet and app use means that priority is being given to mobile data, which is dropping from 45 euro cents (36p) to 20 cents per MB. Compared to 2010, users will be paying 25 times less after the cap drop.

In addition, mobile providers will be able to offer travelers specific roaming deals and, where available, enable people to choose a local mobile provider for data services. The EU aims to completely eliminate roaming charges by the end of 2015, as well as guaranteeing an open and neutral internet with consumer protection for mobile and broadband users.

The drop in charges is excellent news for many businesses to, enabling them to send messages and push notifications to users who may be on holiday without incurring heavy costs, and ensuring that customers dont feel the need to avoid using apps they would normally make regular use of out of fear of roaming charges.

“This huge drop in data roaming prices will make a big difference to all of us this summer,” said Neelie Kroes, vice president of the European Commission and lead architect of the Digital Agenda. “But it is not enough. Why should we have roaming charges at all in a single market? By the end of this year I hope we see the compete end of roaming charges agreed – the Parliament has done their part, now it is up to Member States to seal the deal!”