Mobile operator 3 has announced unlimited data deals for pay-as-you-go (PAYG) customers.
There has been plenty of debate around unlimited deals, particularly after a number of providers decided to stop offering such contracts.
Towards the end of 2010, 3 updated its One Plan to include uncapped data, even though the operator had scrapped unlimited data when it introduced the original deal earlier in the year.
Despite operators ending unlimited data deals, most users do not go over their allowances.
Now 3 has brought unlimited data to PAYG customers, claiming its announcement will shake the mobile industry.
"We want to get people using their smartphones in the way they were designed to be used, and that means data," said sales and marketing director Marc Allera.
"More importantly, we want people to feel comfortable doing this without worrying about the cost."
New customers will be able to access all-you-can-eat data by signing up to one of 3's new PAYG All in One 15 or 25 Add-ons, whilst those who joined 3 before September 2010 will have to migrate to the current tariff.
To support the marketing of the unlimited data plans, 3 will run a competition every Monday, Wednesday and Friday, with various prizes on offer.
