An uncomonnly reasonable approach to mobile broadband usage has helped mobile network 3 book the most broadband sales in 2010, according to figures gathered by broadband comparison website Broadbandgenie.
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Last year Hutchison Whampoa-owned 3 - which is admittedly seen as something of an also-ran in the UK mobile network stakes - went against the prevailing attitude to mobile broadband and reintroduced truly unlimited data allowances.
It's a gamble that seems to have paid off for 3, which now claims it can cover 97.3% of the UK population, and also recently scooped a YouGov award for its services.
3 has committed itself to going against the prevailing flow, and it is a commitment that has paid off. I hope it sticks to its guns.