Market intelligence firm iSuppli (IHS iSuppli) has predicted that most Mobile Broadband operators will ultimately abandon handset based "unlimited" data usage packages in favour of tiered pricing plans. This will allow them to maximise their revenues from Cloud solutions like Apple's iCloud, Google Music Beta and Amazon Cloud Drive (i.e. services that store your content online rather than locally).


Global mobile data service revenue between 2010 and 2015 is expected to rise at a 9.1% Compound Annual Growth Rate (CAGR), which is more than double the 4.5% expansion of the overall wireless operator business, to hit £209bn (USD337.9 billion) in 2015 (up from £135bn in 2010).


Most UK mobile operators abandoned the "unlimited" model, in favour of tiered pricing plans, last year. However, some have chosen not to play ball. Back in July 2010 the then CEO of Three (3) UK, Kevin Russell, said that unlimited data plans were "unclear and unfair" and "one of the dumbest things I've done". Five months later they reversed that position with the launch of their new One Plan and "All-you-can-eat Data" :glee: .

On top of that the UK Advertising Standards Authority (ASA) is also threatening to clamp-down on "unlimited" usage and broadband speed promotions. The ASA is expected to publish their final "guidelines" during the summer, we hope.