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UK phone network O2 has scrapped unlimited data downloads for smartphone customers.
All new and upgrading customers will have their usage capped at between 500 Megabytes (MB) and one gigabyte (GB) depending on their monthly tariff.
Analysts said the move was "inevitable" as more and more consumers switch to data-intensive smartphones that can surf the web and show video.
Other networks are likely to follow O2, they said.
"O2 had become the industry poster-child of the capacity crunch era," said Thomas Wehmeier, principal analyst at Informa Telecoms and Media.
Many customers have complained about poor service, download speeds and network coverage.
"It is a victim of its own success - O2 has had so many people sign up for data intensive phones, like the iPhone," Ben Wood of research firm CCS Insight told BBC News.
"Huge amounts of data are consumed by the minority of people."