The Unlimited Delusion: When Unlimited means Limited
What Unlimited actually means in the eyes of Ireland's Mobile Networks.
Published 18/07/18
In a world where streaming ultra high definition Netflix and playing online games hours on end is a reality, there is a justified need for larger data allowances. Thankfully, mobile networks, begrudgingly, have allowed their customers to use more data over time. Data allowances have grown, however, the growth of data allowances has failed to match the exponential growth in data usage. The disparity between usage and allowances is a major source of anger for mobile users, and the mobile networks know this. After all, when you or I exceed our data allowance, the mobile networks punish us with "overage fees". Historically, these fees have been a major cash cow for mobile networks.
Spring forward to 2018 and the majority of Ireland's mobile networks offer some form of "unlimited data". For us, the consumers, it means we are can use more data than ever. But when you dig deeper into the marketing hype that is unlimited data, a few disturbing things become very obvious. Here's a fact for you, no mobile network in Ireland currently offers truly unlimited data.
Unlimited data, in my view, mean no limits. You should be able to do as you wish with your data, without the fear of ever reaching a limit. The promise of unlimited data in Ireland was first popularised by Three, who embarked on a huge marketing campaign, branding itself as the network for data lovers. And guess what, it worked, people love unlimited data. However, even Three's "All you can Eat data" has a limit, so don't be too hungry.
Below, I will outline some of the most popular "unlimited" plans offered by Ireland's mobile networks. In each case, you'll discover that unlimited actually means limited. All you have to do is read the T&C's.
Spring forward to 2018 and the majority of Ireland's mobile networks offer some form of "unlimited data". For us, the consumers, it means we are can use more data than ever. But when you dig deeper into the marketing hype that is unlimited data, a few disturbing things become very obvious. Here's a fact for you, no mobile network in Ireland currently offers truly unlimited data.
Unlimited data, in my view, mean no limits. You should be able to do as you wish with your data, without the fear of ever reaching a limit. The promise of unlimited data in Ireland was first popularised by Three, who embarked on a huge marketing campaign, branding itself as the network for data lovers. And guess what, it worked, people love unlimited data. However, even Three's "All you can Eat data" has a limit, so don't be too hungry.
Below, I will outline some of the most popular "unlimited" plans offered by Ireland's mobile networks. In each case, you'll discover that unlimited actually means limited. All you have to do is read the T&C's.
Virgin Mobile: Unlimited means 40GB
Virgin Media's take on unlimited data is probably the most deceptive among Ireland's mobile networks. The MVNO (Mobile Virtual Network Operator) likes to flaunt the fact that it offers unlimited data, but in reality, Virgin Media's "unlimited data" plans actually offer less data than almost all other unlimited plans on the market.
If you exceed 40GB of data usage in a 30 day period, Virgin Media may limit your 4G speeds. Apparently, 40GB is "fair usage" in Virgin Media's eyes. If I was on Virgin's plans, I would reach the "unlimited" limit in less than two weeks. Virgin recently raised the "fair usage" threshold, it was only 30GB not so long ago. It appears that Virgin knows their "fair usage" limit isn't fair to customers.
If you exceed 40GB of data usage in a 30 day period, Virgin Media may limit your 4G speeds. Apparently, 40GB is "fair usage" in Virgin Media's eyes. If I was on Virgin's plans, I would reach the "unlimited" limit in less than two weeks. Virgin recently raised the "fair usage" threshold, it was only 30GB not so long ago. It appears that Virgin knows their "fair usage" limit isn't fair to customers.
Three: All you can eat until 60GB
I truly admire Three's plans, all of which offer "all you can eat data". Three's plans offer more data than virtually any other network. The network deserves credit for pushing other networks to offer larger data allowances to their customers. However, while Three may like to brand itself as the king of unlimited data, they too impose a limit.
If you exceed 60GB of data usage in a 28 day period, your speeds may be throttled. I would like to make clear that Three's "fair usage" allowance applies only in areas where there is congestion. When testing Three's network, I have exceeded 60GB of usage on a number of occasions and my service did not experience any interruptions. It's safe to say that Three's "unlimited" plans are actually some of the most unlimited out there.
If you exceed 60GB of data usage in a 28 day period, your speeds may be throttled. I would like to make clear that Three's "fair usage" allowance applies only in areas where there is congestion. When testing Three's network, I have exceeded 60GB of usage on a number of occasions and my service did not experience any interruptions. It's safe to say that Three's "unlimited" plans are actually some of the most unlimited out there.
Eir: Unlimited Social is 60GB
Eir's unlimited plans are more complex than the aforementioned ones. Eir gives its customers 20GB of data to use as they wish but zero-rates services such as YouTube, Instagram and Whatsapp. This means that using these services will not eat into your 20GB data allowance. It does definitely raise Net Neutrality concerns but ultimately benefits the customer.
Yet, this plan isn't completely unlimited. Eir implements a "fair usage" threshold of 60GB on the services that are zero-rated. Beyond this point, your service will be impacted. I've had a personal experience with this "fair usage" limit. I exceeded the limit while testing Eir's pay as you go plans and received the text shown above. My service was stopped. It's clear that Eir is more serious about implementing its "fair usage" policy than Three is.
Yet, this plan isn't completely unlimited. Eir implements a "fair usage" threshold of 60GB on the services that are zero-rated. Beyond this point, your service will be impacted. I've had a personal experience with this "fair usage" limit. I exceeded the limit while testing Eir's pay as you go plans and received the text shown above. My service was stopped. It's clear that Eir is more serious about implementing its "fair usage" policy than Three is.
Vodafone: Unlimited means 100GB
Many people are unaware that Vodafone offers an unlimited plan. Vodafone is careful not to advertise the plan as "unlimited" in a way that its competitors do, but Vodafone's plan is more unlimited than any other plan on the Irish mobile market. That's kind of a funny thing to say when Vodafone is known for offering tiny data allowances.
Vodafone's pay as you go plan, Vodafone X Weekend, offers 20GB of data for weekdays. You can use "unlimited data" (20GB) every weekend, from 3 pm on Friday to 11.59 pm on Sunday. As there are four weekends in the 28 day period, the plan allows you to use a total of 100GB before reaching the fair usage allowance. This is the plan that I personally use on a daily basis, and I've exceeded the 100GB threshold. My service continued as normal. Like Three, it appears Vodafone isn't rigidly enforcing the "fair usage" limit.
Vodafone's pay as you go plan, Vodafone X Weekend, offers 20GB of data for weekdays. You can use "unlimited data" (20GB) every weekend, from 3 pm on Friday to 11.59 pm on Sunday. As there are four weekends in the 28 day period, the plan allows you to use a total of 100GB before reaching the fair usage allowance. This is the plan that I personally use on a daily basis, and I've exceeded the 100GB threshold. My service continued as normal. Like Three, it appears Vodafone isn't rigidly enforcing the "fair usage" limit.
Conclusion: The Unlimited Delusion
It is such a pity that mobile networks are allowed to brand plans which are clearly limited as unlimited. It makes things more complicated for customers. It is understandable that networks need to balance demand with capacity, and unlimited plans undoubtedly encourage more demand. This increased demand can have a noticeable impact on the network's performance and on other customer's experience. However, for the customer's sake, I believe fair usage limits should be abandoned.
Mobile networks such as Vodafone and Three should have the capacity to deal with some outliers, and for the most part, they do. "Fair Usage" limits should be implemented on a case by case basis, taking into account the impact that the heavy data usage is having on other customers rather than a blanket "fair usage" threshold. Simply punishing a customer who takes advantage of unlimited data while there is plenty of surplus capacity on the network for other users is illogical and ridiculous.
Mobile networks such as Vodafone and Three should have the capacity to deal with some outliers, and for the most part, they do. "Fair Usage" limits should be implemented on a case by case basis, taking into account the impact that the heavy data usage is having on other customers rather than a blanket "fair usage" threshold. Simply punishing a customer who takes advantage of unlimited data while there is plenty of surplus capacity on the network for other users is illogical and ridiculous.
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