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Wireless Wars Continue with Latest Move by T-Mobile

t-mobile-sign-The price wars between U.S. wireless carriers saw yet another volley on Monday as T-Mobile (NYSE: TMUS) cut the price of its unlimited shared data plan. The plan now costs $100 a month, the price being reduced by 29%. The change will take place on Wednesday. After that date, customers can get unlimited talk, text, and 4G LTE data for two lines with the Simple Choice plan. Customers can add additional lines, up to eight total lines, for $40 per month each.

T-Mobile CEO, John Leger, said in a statement on the company’s website, “People are saying loud and clear that they hate the confusion and complexity of the carriers’ shared data plans, and they should. They threaten you with punishing overage penalties unless you police your own family’s data usage or up your data bucket and spend more every month.”

The wireless carrier also said that it will be bringing back a promotion that offers a family of hour 10GB of 4G LTE data for $100. Like the prior promotion, which was cancelled in October, customers will get 2.5 GB of data per line until 2016. After 2016 the plan changes to 1GB per line.

The move is part of a cut throat war between U.S. wireless carriers to win over new customers and retain their existing ones. T-Mobile has seen a lot of aggressive moves again them over the past 18 months. Now, T-Mobile is the one making the aggressive moves with its Uncarrier campaign and the bold stance of the CEO and it appears to be succeeding. In the last quarter T-Mobile added 2.3 million new customers.

However, the company’s competition is not taking this move lying down. Sprint, the third largest carrier in the country, launched its most recent volley in October when it introduced a low-end family data plan that was specifically aimed at undercutting Verizon Wireless and AT&T. Those carriers responded to Sprint’s move by initiating promotions to boost the amount of data offered on their existing plans.



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