'Unlimited' data now really does mean unlimited for iPhone users as O2 backtracks on original policy.
O2 UK has changed its data usage policy for its iPhone tariffs after customers pointed out that perhaps the word unlimited really should mean just that.The company, which launches Apple's device on November 9th, originally offered meter free data usage (2.5G, EDGE) to anyone with an iPhone on a £35, £45 or £55 monthly contract.
However, the small print imposed limits under the 'fair use' clause, which O2 said was to guard against people hammering the network by using their devices as modems and such.
All such restrictions have now been dropped. In a statement, O2 marketing director Sally Cowdry said: "We now appreciate that having set limits as part of the fair use policy conflicted with our objective of encouraging internet usage on the iPhone. People don't speak in megabites and customer feedback has been that if we say unlimited, it should be unlimited.
We have listened to our customers and will be lifting these limits so that our original intention - for you to use your iPhone to your heart's content - is what it's all about with no confusion or distraction."
It will be interesting to see how other operators that offer similar fair use 'unlimited' data bundles react.
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In other O2 iPhone news, the operator told the FT today that it expects to sell 200,000 of Apple's devices over the Christmas and New Year period.
