O2 UK is the latest mobile network operator to remove 'unlimited' mobile data for new customers. Although existing customers won't be affected, any new or upgrading customers will have a fixed data allowance on their tariff and will need to choose a 'Bolt On' allowance if they want to exceed this. The new tariffs will be introduced from 24th June – when the iPhone 4 launches – although unlimited data will be available as a promotion until 1st October 2010.
The company says current usage patterns show that 97% of O2 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 use.
Bolt On options include 500MB for £5 or 1GB for £10. All O2 customers will continue to receive unlimited WiFi through The Cloud and BT Openzone hotspots.
Ronan Dunne, Telefónica O2 UK CEO, said "We know that customers are looking for clarity in pricing as too many offers have clauses and catches which are not easy to understand. With the wide range of internet based services now available on mobile devices we're providing customers with generous clear data bundles that give customers freedom. This enables us to provide a better overall experience for the vast majority of customers and to better manage demand. By doing this, we are laying the foundation for a sustainable data experience for all customers and the huge possibilities that technology will create over the coming years."