European operators hunt for alternatives in shift away from 'unlimited' data

The shift away from voice and toward mobile data is forcing European operators to rethink their smartphone plans. One of the key areas of focus is a removal of "unlimited" data plans, which have not been truly unlimited for some time. While marketing plans as unlimited has proved attractive, operators have come to realize it cannot be sustained due to finite network resources and spectrum, as well as pressure from advertising authorities. Consequently, an increasing number of European operators have started to experiment with innovative data pricing, in the hope that their plans will remain attractive enough to subscribers without causing strain on the network. FierceWireless:Europe took an in-depth look at this area of high interest to operators. Special feature