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As more people choose mobile broadband, one telecoms resource has spoken with 3 to discuss the many opportunities offered by the technology.

Speaking to online journal Ovum, 3's chief executive officer Kevin Russell noted that the company was beginning to see a change in retail habits among its customers, with people now asking specifically for mobile broadband products.

Mr Russell noted a sevenfold increase in data traffic between October 2007 and February 2008, although he added that he was confident the company could cope with demand.

The firm now shares data networks with T-Mobile, allowing a greater degree of mobile broadband coverage, Ovum reported.

Commenting on the ballooning popularity of mobile broadband, the resource commented: "The user experience is also crucial to success, with dongles offering a very simple plug and play installation."

A recent BBC report has suggested that alongside 3, Vodafone has also seen dramatic rises in the number of people choosing mobile broadband products.

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