3 Mobile UK Scraps Out-of-Bundle Data Charges for Mobile Broadband

Mobile operator Three UK has announced that it is bringing an “end to out-of-bundle data charges for all new Smartphone contract customers“. Instead new customers will be given a choice between one of the operators all-you-can-eat (aka – “Ultimate Internet“) Mobile Broadband data offerings (from £18 a month) or a 250MB allowance with a “guarantee” of no out of bundle data charges.

Three UK claims that its new plans have been “driven by the massive increase in mobile data usage over the last 18 months, and insight from customers“. The move should help to give customers more control over their costs and thus make them less susceptible to bill shocks (i.e. unexpectedly high bills).

Thomas Malleschitz, Three’s Marketing Director, said:

“These new plans see the end of out-of-bundle data charges. Three is built for the mobile internet, it’s at the heart of everything we do and that’s reflected in these new plans. Mobile internet usage is continuing to increase at lightning speed, customers are beginning to prioritise data and they rightfully expect their network to allow them to do so without hitting them with extra charges.

We’re responding to this hunger for data and desire for control by creating a set of price plans that allow our customers to get the very best out of their smartphone, giving them the freedom to download their favourite music and apps, browse the internet and stay connected without having to worry about high bills.”

Customers whom instead adopt the 250MB deal will be able to buy a 250MB add-on for £2 a pop or an all-you-can-eat add-on for £5, each of which should last for 30 days before expiring (usage that expires can sometimes be costly for extremely casual users). Customers will also receive text alerts if they reach their data limits, as recommended by Ofcom and the EU.