3 extends unlimited data to all smartphone customers

Mobile operator 3 has again extended its all-you-can-eat data plans, offering unlimited use to smartphone owners as their data use jumps.

The mobile firm has taken a different route than its larger rivals, which have instead clamped down on data plans.

The new offer means customers on existing smartphone contracts can upgrade to unlimited data – with no fair-use policy – for £3 a month. The data deal was previously only available to those signed up to its One Plan.

The company said the new offer was “aimed at eliminating data fear” and that 98% of new customers were opting for smartphones over feature phones.

“Our customers tell us that their use of data goes up significantly over the lifetime of their contracts, as they do more and more with their handset,” said Thomas Malleschitz, marketing director at 3.

The company said iPhone 4 users averaged 488MB of mobile web use in February this year; in August, that had jumped to 1.2GB.

“All-you-can-eat data means that they don’t have to worry, they can have that peace of mind for the long term on a contract of their choice,” Malleschitz said.

Earlier this year, rival operator T-Mobile tried to cut back data plans, advising customers to use their home Wi-Fi for larger files. That firm offers unlimited browsing and email, but clamps down if users go over 500MB with video streaming or file downloads.

Despite 3’s efforts to make data easy for customers to manage, an Ofcom report said the company was the most complained about mobile operator, with the watchdog attributing the problems to billing issues and customer service.