Of all the main networks in the UK, Three has always been a bit of an odd one out. Not in a bad way at all, but rather in a way that always gives a real sense of alternative to the me-too tariffs and options offered by the other four (or should we say three, WhereIsEverything?).
It's also known as the data network thanks to its at-times maverick insistence in offering true all-you-can-eat data plans when other networks' so-called unlimited tariffs are anything but.
And if you wondered just how significant a selling point that is for Three, consider the following: the network has just revealed that ninety seven percent of all the traffic it handles is data.
In other words, all calls and texts put together amounts for just 3% of Three's mobile traffic.
Writing on the official Three blog, director of network strategy Phil Sheppard wrote that the figures very much represented a coming-of-age for the network that has always put mobile data first.
“Back in 2003 when we began our journey as a 3G network, it felt at times like the technology we had at our fingers tips was a bit Tomorrow's World,” Sheppard wrote. “It was ahead of its time, and few knew how 3G and mobile data could really be relevant in people's lives particularly with a lack of decent handsets.
“Fast forward to today, in a market flooded with tablets and smartphones, and there can be no denying the importance of a reliable, powerful network like ours.”
So who else reading that is thinking it's just a matter of time now until Three starts charging more for data? Just us?