O2 lifts iPhone data limits to truly unlimited... as near as good as

With just days to go until the iPhone launches in the UK, O2 has done the decent thing and ensured that, to all intents and purposes, its data plan is truly unlimited.

Sally Cowdry, O2 UK's marketing director, is quoted as saying, "When we announced our new iPhone tariffs back in September we broke new ground for O2, introducing unlimited use of mobile data services and The Cloud's public Wi-Fi network. The iPhone offers the best internet on mobile experience in the market and we want customers to enjoy this without limit or worries about being charged a penny more.

To avoid abuse of this offering, a fair use policy was set in place at an amount that's miles beyond expected average use. This policy was intended to prevent commercial exploitation or using the iPhone as a modem, both of which would put everyone else's experience at risk.

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 megabytes 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.

We look forward to our customers enjoying the fantastic internet experience on their iPhone when it goes on sale next Friday."

That's really good news, and it's not surprising that "unlimited" has raised its head again, given the recent mess over British broadband claims.

Having spoken to O2's PR company, it seems that there will still be a fair use policy in place, however this will only be enforced if it becomes obvious that an individual is using the iPhone to continuously stream audio or video (no lifecasting, then), enabling a P2P network, file sharing, or using up network resources to the detriment of other users.

In addition, the SIM card supplied with the iPhone may not be used in any other phone.

Roll on Friday!

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