Mobile operator O2 has announced the introduction of a more "transparent [internet data usage] pricing model" for new and upgrading Mobile Broadband connected Smartphone customers. The three inclusive data bundles and 'Bolt Ons' appear designed to do away with the old "unlimited" promotions of the past in favour of specific usage allowances.


O2 claims that, based on current usage patterns, 97% of its Smartphone customers would not need to buy additional data allowances, as the lowest bundle (500MB) provides at least 2.5 times the average customer’s current use. From 24th June, O2 will introduce three inclusive data bundles for new and upgrading customers. For example:


New and upgrading customers will continue to receive unlimited data as a "promotion" until 1st October. From that date, they will be able to buy additional data 'Bolt Ons', which include 500MB for £5 or 1GB for £10. O2 will ensure customers have the ability to easily monitor their use by sending them regular text messages.

It's noted that existing customers will continue under their present terms, unlimited data usage with an Excessive Use Policy. The new measures are not to be confused with O2's more flexible Mobile Broadband packages and are instead specifically focused towards iPhone and other Smartphone users who bundle voice calls and internet services into their contracts.