The announcement yesterday by 3 UK that it will remove any caps on its data plan, turning it into an "all-you-can-eat" slugfest, will change the dynamics of the UK mobile market as consumers lean towards smartphones.
But the downside is that 3's network may be overwhelmed by the number of users as well as the amount of data consumed by each of them which is where rumours of a partnership with Virgin Media over a nationwide Wi-Fi network fits it.
At the beginning of the month, tech analyst firm Ovum suggested that 3 might partner with VM to extend their services and potentially launch a Wi-Fi network, something that both Virgin Media and 3 lack sorely.
A nationwide Wi-Fi network would give 3 the necessary clout to sustain traffic several times its current capacity; in addition, the fact that most smartphones, even entry level ones come with Wi-Fi connectivity.
For now though, you can get the One Plan either on a pay monthly, two year plan from £25 a month or as a SIM only offer for £25 a month for 12 months (ed : makes sense to grab the two year contract as you get a cracking choice of phones like the Curve 9300 and the Sony Ericsson X10).