AT&T has fired a warning shot across the bow of subscribers to its unlimited wireless data services, warning that disproportionately heavy users of the all-you-can-eat plan may soon be incentivized to curb their bandwidth-intensive habits.
Ralph de la Vega, President and Chief Executive for Mobility and Consumer Markets at AT&T, told analysts yesterday that 3 percent of customers to the nation’s second largest wireless carrier account for 40 percent of its data usage.
Mr. de la Vega suggested that members of this elite group of data addicts may soon face a hit in the pocketbook if they don’t adopt an AT&T-prescribed path of data use righteousness.
“We’re going to try to focus on making sure we give incentives to those small percentages to either reduce or modify their usage, so they don’t crowd out the customers on those same cell sites,” said de la Vega according to a quote appearing in the New York Times.
The AT&T executive emphasized that the company would first make an effort to educate customers on their data usage before implementing a change in the data plan pricing structure.
As of late, AT&T has been widely criticized for network problems including dropped calls, delayed text and voice messages, and slow download speeds. As the nation’s exclusive carrier of the Apple iPhone, AT&T has laid some of the blame for its network woes on heavy users of the beloved device.