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Trend: Users Want Unlimited Data

Mon Nov 22, 2010 - 4:52 PM EST - By Annie Latham

Over at CNET, Marguerite Reardon wrote a story that talked about smartphone users and their attitudes in regards to unlimited data access. In a nutshell, they want it and any attempt to curtail access will not be taken kindly.

>> Per a recent survey by Wall Street research firm Sanford Bernstein, for existing smartphone customers, the security of knowing they won't exceed a monthly data usage cap takes priority over which carrier's network they subscribe to or which phone they use.

>> About a third of the more than 800 people responding to the Sanford Bernstein survey said AT&T's move toward usage-based billing sparked negative sentiment toward the company.

>> The study also suggests that if forced to take a tiered data plan in lieu of an unlimited plan, a large proportion of consumers would switch carriers even if it means buying a new phone and paying a premium on a different carrier for the unlimited plan.

The carriers have an interesting challenge:

"...They need to increase adoption of data services without increasing consumption of those services."

She noted,"The biggest hurdle may be simply persuading consumers to abandon the safety net of unlimited plans. Until then, Sprint, T-Mobile and Verizon Wireless may rack up some new customers at AT&T's expense."

Check out the entire article here.


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