The Short Names

One of the biggest benefits of the iPhone—in the eyes of the industry—is that it came with a mandatory unlimited data plan, so users weren’t hesitant to surf the web, or check email to their heart’s content.

Recognizing that, AT&T (NYSE: T) will begin requiring all smartphones owners to sign up for a special data plan starting Sept. 6, according to Boy Genius, which obtained an internal email (To be fair, anyone with a smartphone prior to that date won’t be required to upgrade).

Interestingly, this could have an unintended positive affect for the rest of the industry, such as the mobile internet, which subsists on mobile advertising and will benefit from greater volumes of usage.

But then again, we wonder how many customers don’t have significant data plans, but own a smartphone. Either way, AT&T’s already prepping its reason for the change, arguing that the requirement will ensure a predictable bill each month. “Data plans let customers fully utilize their device, without the worry of bill shock.”

However, if a customer refuses to pay for a data plan, sales representatives are supposed to push other devices that don’t require a data plan. Presumably, cheaper phones…so we wonder if that’s such a smart move after all?