I've always wondered why European telcos were so stingy with their data plans, offering set data limits for a monthly fee when the U.S. carriers--so backwards in other ways--offered unlimited usage.
Well, Vodafone has finally taken off the blinders and is offering unlimited data to all of its customers ... for free, when it used to charge $15 per month.
The fine print is that "unlimited" means 500MB. (While in London recently I burned through 10MB per day, so 500MB may well effectively mean unlimited use.)
As in open source, the opportunity of the mobile web lies in adoption, not throttling adoption through caps. Any money lost in this giveaway should be made up in other services that Vodafone offers around the data. Now Vodafone just needs to figure out those services. The data part is taken care of.