Virgin Media has announced new 'unlimited data' mobile tariffs, in a bid to challenge the likes of Three and T-Mobile.
The new 'Premiere' set of tariffs offers unlimited data, with the flagship tariff also offering unlimited texts, unlimited calls to UK landlines and 2,500 anytime minutes.
The packages, which start at £21 per month for existing Virgin Media customers, also includes insurance for the handset through NEWAsurion Europe.
The new tariffs start at £18 per month for the new 'Starter' tariff, or £13 per month for Virgin Media customers - who can save £5 per month on each tariff.
Jamie Heywood, director of mobile at Virgin Media says: "When we launched over 10 years ago as the worlds first mobile company of its type, we revolutionised the market, and this is another such landmark. As people look for the best value, we're rewarding loyalty with some amazing tariffs with unlimited offerings that our customers can enjoy without worrying about hidden extras, as well as helping to combat bill shock.
On the decision to include phone insurance, Heywood says: "An overwhelming number of consumers don't believe that mobile insurance is necessary and won't consider taking insurance through their mobile provider because it's too expensive. For too long mobile providers have failed to offer insurance that represents value for money. We were astounded to find so many people were prepared to gamble when it came to protecting their handsets, which is why we are now the only provider to offer inclusive insurance as standard for our loyal customers at no extra cost."
Virgin Media has also added a fresh range of SIM only tariffs, which roll on a monthly basis.