The sooner the better, I note that 2 degrees didn't muck around.
I remember the Vodems that Vodafone sold back in 2006 - they released a plan of 1GB for something like $50 a month. Then-Telecom followed suit a couple of days later doing the same for their Aircards.
Today it seems like Vodafone is the follower, not the leader (like they used to be).