O2 today announced plans for data pricing for new and upgrading mobile customers which gives customers a more transparent pricing model tied to usage.
CEO Ronan Dunne said: “We know that customers are looking for clarity in pricing as too many offers have clauses and catches which are not easy to understand. With the wide range of Internet based services now available on mobile devices we’re providing customers with generous clear data bundles that give customers freedom. This enables us to provide a better overall experience for the vast majority of customers and to better manage demand.”
Based on current usage patterns, 97% of O2 smartphone customers would not need to buy additional data allowances, as the lowest bundle (500MB) provides at least 2.5 times the average O2 customer’s current use.
From 24 June, O2 will introduce three inclusive data bundles for new and upgrading smartphone customers.

For example:

O2 Smartphone tariffs* Consumer 24 month contract

New and upgrading customers will continue to receive unlimited data as a promotion until 1 October. From that date, they will be able to buy additional data Bolt Ons which include 500MB for £5 or 1GB for £10 and O2 will ensure customers have the ability to easily monitor their use by sending them regular text messages.
All O2 customers will continue to receive unlimited Wi-Fi through The Cloud and BT Openzone hotspots.
Existing customers will continue under their present terms, unlimited data usage with an Excessive Use Policy.
Ronan Dunne concluded “By doing this, we are laying the foundation for a sustainable data experience for all customers and the huge possibilities that technology will create over the coming years.”

Typical data usage (examples only)

All iPhone tariffs can be found http://shop.o2.co.uk/new-iphone/.