That didn't take long...
Within 24 hours of Tesco announcing the UK's first unlimited monthly tariff (read: £30pm for £500pm worth of calls, SMS & data), T-Mobile virtual network Virgin Mobile has unveiled its own variation.
The 'Unlimited' monthly tariff (yes, it is that phrase again) takes a very different approach to Tesco's Sim only 30 day rolling contract. By contrast Virgin Mobile is offering a £65pm 18 month contract with subsidised premium Nokia N86 or Samsung Jet handsets (I'm famously not a fan of the latter) and 'unlimited' calls, SMS and data.
Naturally this is subject to a fair use clause but this much hated term actually translates to a generous 3,000 minutes, 3,000 texts and 3,000 Virgin mobile to Virgin mobile calls along with 1GB of data.
Yes, in all it's a big commitment and currently I also find a few details to be lacking. Namely: how big are the handset subsidies? Are any other models available? And when does this tariff launch? I'm going with 'free', 'not right now' and 'August'. I've lodged all three questions with Virgin so should favourable answers return and the side of your face is indented from your mobile phone use then this could very well be the tariff for you...
Update: I was close: The answers were: 'free', 'not right now' and 'right now'!