MediaPost's OnlineMediaDaily reports:

THE MOVE TOWARD FLAT-RATE, UNLIMITED calling plans by three of the major U.S. wireless carriers this week could help spur the growth of mobile media and advertising, say industry analysts and mobile marketing executives.

They view the unlimited $100 voice plans announced in succession by Verizon Wireless, AT&T and T-Mobile as fostering greater usage, and as a step toward all-you-can-eat offers that will eventually include data services. That would help turn the cell phone into a more ad-friendly platform as more people download content, send text messages and surf the mobile Web.

Unlimited data plans, coupled with the iPhone effect, could be a game changer.