Many customers may consider unlimited data use a high priority when they are looking for a smartphone deal.
Client manager at Kantar Worldpanel Comtech Imran Choudhary suggested network carriers are responding to this demand accordingly by tailoring their packages.
He said the trend of offering unlimited data will bring about an increase in subscribers in the short term, but warned it may not be sustainable.
Customers are becoming more demanding, the expert suggested, which means there will be a question over how excess consumption can be managed in the long-term.
"I'd firmly say that networks would want the days of unlimited data to be over," Mr Choudhary remarked.
He added all-in packages offering unlimited calls, data and text messaging - such as those currently offered by T-Mobile - "would be taking the market a step back potentially from the network's point of view", citing the aforementioned desire to move away from this trend.
Posted by Michael Silverstone