3UK Offers Unlimited Data To Pay-As-You-Go Users

3UK has offered two unlimited data tariffs for its pay-as-you-go customers in an opposite move to other mobile operators, which try to cut down on heavy data consumption.

By paying £15 a month, 3UK pay-as-you-go users will get unlimited data usage, 300 minutes of any-network calls and 3,000 texts. They can also opt for a £25-per-month package that allows unlimited data consumption, 500 minutes of any-network calls and 3,000 texts.

The operator believes the new plans will enable customers to “set their smartphones free and still stay in control of their spending,” adding its 3G network will be able to cope with the extra data traffic.

“Three’s network was built for data, and it’s the confidence in the strength of our 3G network that means we can introduce deals like this,” said 3’s Sales and Marketing Director Marc Allera to the Telegraph.

A game changer

3UK’s unlimited data deals came after the “all-you-can-eat data” promotion, where the operator removed the 1GB allowance available for contract customers using The One Plan bundle.

“Unlike other data plans, there are no restrictions and no crafty ‘fair usage’ policies containing hidden data caps,” said Allera on the company’s official blog. “We’re leaving behind the ‘old mobile’ world of limits and allowances in favour of a new world that gives you the freedom to use your smartphone to do everything it was designed for without the worry of cost.”

The unlimited Internet plans has been seen as 3’s attempt to steal customers from larger rivals like O2 and Vodafone, which have scrapped their unlimited data deals for smartphone users due to traffic overload.

Last year, O2 cancelled its “all-you-can-eat” unlimited data plan, forcing its customers with heavy data consumption to buy additional data “bolt ons”. Vodafone also adjusted its price plans accordingly.

Meanwhile, analyst firm Informa warned that mobile data traffic is set to increase 25-fold by 2012, suggesting mobile operators taking action in order to prevent imminent data traffic jams.