Three has launched its “ground breaking” new data tariff today – The One Plan.

three logoThe One Plan changes the shape of mobile data plans removing the restrictions of a capped tariff and providing a tariff with a truly unlimited data plan. The One Plan now offers customer 2,000 any-network minutes, 5,000 Three-to-Three minutes, 5,000 texts and all-you-can-eat data – all from just £25 a month.

“Customers say the fear of incurring unexpected data charges is one of the biggest barriers to really making the most of the new smartphone world. With the advent of high definition videos and games, not to mention apps, maps, social media updates, emails music, video calls and much, much more usage will continue to grow and with it the need for a plan that provides reassurance.”

The press release is clear enough on “unlimited” side of things and if it is indeed true Three could force the other operators into lifting their data restrictions to give more allowance or even compete with unlimited, or Three could find itself with a whole load of new switching data-crazy customers. This goes against the current trend of increasingly capped data tariffs and also against the copious research put out by mobile operators stating that with the massive increase in mobile data usage they simply cannot support an unlimited data model.