O2 UK - No more "Unlimited with a Limit"

 
Just 3 weeks ago we saw that O2 UK (part of the Telefonica group) "unlimited" data service plan has an actual limit (or "fair use") of 10G a month (here).

Today, O2 said it will no longer offer unlimited service plans (see "O2 introduces new mobile data pricing model" - here). O2's  announcement follows a very similar announcement from AT&T (here).

Starting from June 24, O2 will offer 6 bundled service plans, with data caps ranging between 500MB-1GB for a monthly charge of £25-60. "Additional data Bolt Ons which include 500MB for £5 or 1GB for £10 and O2 will ensure customers have the ability to easily monitor their use by sending them regular text messages".

O2 says that "Based on current usage patterns, 97% of O2 smartphone customers would not need to buy additional data allowances, as the lowest bundle (500MB) provides at least 2.5 times the average O2 customer’s current use." (see recent FCC data - here). Like AT&T, Wi-Fi service will remain unlimited.

Nevertheless, it seems that O2, like AT&T, is getting ready to monetize on iPhone4 (to be launched on the same day as the new service plans), iPad and the end-less number of new tablets that are expected to reach the market soon, and change significantly the data consumption levels.