As the largest wireless carriers, AT&T and Verizon, have done away with unlimited data plans over the lase few years, T-Mobile has decided to bring them back. The nation’s fourth largest wireless carrier has announced that it will start selling unlimited data plans once again starting September 5.
T-Mobile has been losing customers to both larger and smaller carriers in recent months. This move is seen as a way differentiate themselves from the competition. While smaller carriers offer their customers unlimited data options, Sprint is the other large carrier to do so. T-Mobile, however, will not reduce their customer’s service speeds after they hit a monthly cap, unlike Sprint.
T-Mobile’s new plan will cost $20 per month on top of regularly priced voice and text plans, and $30 per month when added to cheaper value plans.
T-Mobile’s loss of customer may have created the excess network capacity needed to make this move. However, this step by another large carrier could be troublesome for AT&T and Verizon. While other companies are beginning to offer more data access for less money, the two giants of the industry are moving the opposite direction.
How this move will shape the wireless industry is yet to be seen, but more choice and more value in the wireless arena is a good thing for consumers. Sprint credits its unlimited data plans with attracting customers. The same strategy should work for T-Mobile.