The iPhone Effect: O2 Ends Unlimited Data, As Three Joins The Party

O2 UK is preparing to carry iPhone 4 – by ending unlimited data plans.

The telco’s network has been pounded by data-hungry iPhone users over the last couple of years, for most of which it had iPhone exclusivity, and has suffered a reputational hit from occasional resulting outages.

Now it’s changing its tariffs to these introduce tiered, capped data allowances, starting from the new iPhone’s June 24 release date…

Existing customers will retain unlimited allowance until October. Exceeding the allowances costs £5 per 500Mb, £10 per 1 Gb.

O2’s announcement explains: “97 percent 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