Unlimited usage plans made great sense in the early years of 3G because the data services were hardly being used by consumers. But now the unlimited data offerings for smartphone subscribers are being withdrawn on both sides of the Atlantic. WiseHarbor Research founder Keith Mallinson argues that ending unlimited usage plans is a good move for the industry because those types of plans fail to maximize revenues from heavy users that would be willing to pay more. In addition, unlimited data plans price out light users who are price sensitive. It allows usage levels among some users that are so high as to be very costly and unprofitable. Commentary.