O2 takes cue from AT&T, discontinues Unlimited data plans.

www.WirelessFederation.com/news: Taking a lead from Apple’s american partner, O2 will discontinue the current range of unlimited download plans. The vast majority of its customers would not pay more but the move will hit the highest users who will be required to pay for usage.

The changes will be applied just before O2 starts selling the new Apple iPhone 4, which many of its existing subscribers are expected to want to upgrade to.

According to CEO Ronan Dunne the company knows that customers are looking for clarity in pricing as too many offers have clauses and catches which are not easy to understand and with the wide range of Internet based services now available on mobile devices it is providing customers with generous clear data bundles that give customers freedom and it also enables to provide a better overall experience for the vast majority of customers and to better manage demand.