Three small steps for man, one giant retraction from O2

Hazel Rycroft

YESTERDAY at iSMonthly we received a press release called 'From the frying pan into the fire?' A strange title for a press release, but the copy explained it all. We are told that 'the inevitable has happened', that 'AT&T and O2 have...introduced data caps to their previously unlimited smart phone and iPhone offers.'

Immediately the question springs up, what kind of impact will this have on mobile marketing and the previous ability of marketers to upload content rich data to mobile phones? It feels like we have taken three steps back. The company tells us people do not realise that video streaming is crippling their service.

O2 and AT&T are hoping that 'by introducing these usage thresholds operators are hoping to leave behind the bad press and welcome a new era of mobile broadband profitability and consumer satisfaction.'

The press release has come from Acision, a mobile data company, they are clearly outraged. They come up with a solution. They want to see bolt-on services for videos, blended contracts and a limit on minutes rather than megabytes.

Acision seem to think that they have all the answers, but they are thinking about the seller? People might still be unwilling to watch videos if they have to pay to see them. Would you pay to be sold something?  

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