Virgin Media has joined the intensifying unlimited data market with its new Premiere tariff.
Undercutting rival providers with a £21 per month two year deal, the plan offers unlimited data, text messages and calls to UK landlines, and 2,500 anytime minutes for Virgin Media customers. Those not with Virgin Media will pay up to £26 per month.
The move lays down the gauntlet to rival providers including T-Mobile and Three, whose unlimited data packages, dubbed the Full Monty Plan and the One Plan respectively, are priced significantly higher at £36 per month.
The new Virgin Media deal is also available on a SIM only monthly-rolling plan which starts at £20 a month for Virgin Media customers and £25 for others.
Jamie Heywood, director of mobile at Virgin Media said, "When we launched over ten years ago as the world's first mobile company of its type, we revolutionised the market, and this is another such landmark.
"As people look for the best value, we're rewarding loyalty with some amazing tariffs with unlimited offerings that our customers can enjoy without worrying about hidden extras, as well as helping to combat bill shock."
The Premiere tariff includes insurance and Mobile Rescue backup worth £7.99 for free, while users will also be able to gain free access to the recently installed Virgin Media W-Fi on London Underground stations.