Mobile broadband costs in the UK could drop dramatically in the next few years if the EU's proposals to bring the cost of connecting to the internet wirelessly are approved.
O2 believes that new rules would push down the cost of dongle and smartphone use at such a rate that by 2015, mobile broadband and home broadband bundles would be priced equally.
Robert Mourik, Regulatory Chief of Telefonica, which owns O2, said that widespread smartphone uptake was the driving force behind price parity.
The new EU rules would affect roaming internet charges and could eventually allow people to stay connected to the net whilst on holiday - at virtually no extra cost.
Speaking to ZDNet, Mr Mourik said: "We think we can make more money by lowering our data prices."
"It won't be the same in every country, but I am pretty certain that by 2015 data-roaming rates will be more or less the same as domestic rates," he added.
Spending on mobile broadband infrastructure is expected to increase to £17.13 billion between now and 2014, according to research specialist IHS.