The UK virtual network Giffgaff (who we’ve written about previously) has announced the prices of the various bundles to go along with the Pay as you Go standard networks. Alongside that they’ve declared that unlimited really is unlimited… as long as it’s for personal use and you don’t tether the mobile to a deskbound computer.

The bundles each last thirty days and start at £5 for an unlimited text bundle. Internet access (with 100 minutes and unlimited texts) comes in the £10 bundle and £15 ups that to 300 minutes.

But it’s the top bundle (which are being called Goodybags) that could gather a lot of attention. £35 gives you an unlimited UK phone… unlimited texts, internet access, and calls all for one price.

Going fully unlimited for a fixed price is going to be an attractive proposition for many in the UK, and while Giffgaff is a small start-up, it’s using the O2 network, staffed by ex-O2 employees, and does have backing behind it, so this isn’t a fly by night operation (given the volcanic ash, there’s no flying today in any case).

While I think consumers will prefer the stability of an unlimited plan over all their calls, it’s not clear if the networks would be able to cope with the demand that everyone could place on the infrastructure, especially the 3G portions for data. still, it’s an interesting move from Giffgaff and there are going to be a lot of networks, not just in the UK, watching for the uptake from the public.

You can get your Giffgaff SIM for free from their website.

-- Ewan Spence, April 2010.