3 has sweetened its mobile phone contracts with all-you-can-eat data, offering consumers the chance to download content and surf the web without fear of ruinous excess charges.
Unlimited data will be a feature of all 3’s The One Plan contracts, which is available on the iPhone as well as high-end Android smarties from HTC, Samsung and Nokia.
The move flies in the face of industry wisdom that surging demand for mobile Internet and the spread of 3G web-enabled devices would see networks increasingly move to restrict access.
Sales and Marketing Director, Marc Allera, said: “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.”
Prior to the change to the tariff, The One Plan offered 1GB of usage per month. It is as yet unconfirmed whether the network will restrict speeds for heavy users.
However, it is known that 3 will continue to allow customers to use tethering, whereby a smartphone doubles as a mobile broadband dongle to get online with other web-enabled devices, despite the extra strain this could put on data demand.