You know how most carriers claim "unlimited" data on their monthly contracts, but actually have a 1GB-or-so maximum limit? The UK carrier 3 has just taken the industry in the right direction, abolishing data limits for the first truly unlimited package, The One Plan. That includes 2000 any-network minutes, 5000 3-to-3 minutes and 5000 texts - for £25 a month. (about $40).
Signing a two-year contract will get a subsidised phone for the customer, but if the customer is still happy using their old handset, the £25/month contract can be signed for just 12 months.
December 15th 2010: London: Mobile network Three has opened up data on its ground-breaking tariff The One Plan.
From today Three moves away from a world of data allowances, to give The One Plan customers all-you-can-eat data, challenging the limited offers and additional charges other operators levy on smartphone users.
The change is aimed at giving customers peace of mind when it comes to data – so they can surf, email, update, watch, listen or play freely on their smartphone - making the most of all it can do.
This is the second time Three has challenged the UK mobile industry with The One Plan.
When The One Plan was introduced in July it was designed to be the most competitive offer on the market – giving customers all the calls and texts they need each month for one simple and affordable price, along with 1GB of data.
But customers say the fear of incurring unexpected data charges is one of the biggest barriers to really making the most of the new smartphone world. With the advent of high definition videos and games, not to mention apps, maps, social media updates, emails music, video calls and much, much more usage will continue to grow and with it the need for a plan that provides reassurance.
So, to ensure our customers continue to experience peace of mind, on the UK's biggest and best network for smartphones, Three has decided to buck the trend and give people all-you-can-eat data on The One Plan.
While other operators are restricting the data their customers can use before they get hit with out-of-bundle data charges, on The One Plan all limits have been lifted on the amount of data you can consume on your mobile.
Sales and Marketing Director, Marc Allera, said: "The One Plan was already a market-changing offer – we've just made it even better.
"At Three we've built a network with the scale and scope to meet people's data needs both now and into the future – and with more and more customers choosing to opt for next generation smartphones, this will prove more important than ever."
"Everyday thousands of customers buy a smartphone on a two-year contract. The trends clearly show usage grows over time. With its all-you-can-eat data The One Plan will still fit your needs no matter how much data you use.'
"We expect to see more people using mobiles than PCs to access the internet by 2015. all-you-can-eat data is designed to remove the possibility of bill shock when you use data, so you can use your smartphone to do everything it was designed for without the worry of cost."
The One Plan now offers customer 2,000 any-network minutes, 5,000 Three-to-Three minutes, 5,000 texts and all-you-can-eat data - all from just £25 a month.
Three came first in the most recent YouGov Smartphone Mobile Internet Experience report, and the YouGov iPhone survey, as the number one network in the UK for speed and value.
Following a £400m project to upgrade and improve Three's 3G network – which was already the biggest in the UK – it now covers more than 97.3% of the UK population.