The lines are being drawn in the wireless data wars. On one side, are the sharers, AT&T and Verizon Wireless, which offer plans for multiple users to share data minutes across different devices. On the other side: those offering unlimited data packages.
On the heels of Sprint’s salvo touting the latter option (via a campaign over the weekend encouraging consumers to “Say no to sharing”), T-Mobile on Tuesday launched its Unlimited Nationwide 4G Data plans, which offers unlimited data at 4G speeds, without data caps, throttling or overage charges.
T-Mobile has long taken a public stance against the shared data family plans. In a blog post from May 18, Andrew Sherrard, the company’s senior vice president of marketing, wrote: “Some of our competitors are backing away from simple, unlimited data and moving to family shared data plans. ….T-Mobile believes that consumers today do not want a ‘one size fits all’ approach to shared family data plans, nor would they benefit from that model.”
According to the company, the unlimited data packages, which will be available for $20 or $30 a month extra depending on the voice and text plan selected, are meant to give consumers the most out of their smartphones without having to worry about data usage.
“Consumers want unlimited data, and this bold move reinforces our value leadership and capitalizes on the strength of our 4G network vs. competitor,” a T-Mobile spokesperson, tells Marketing Daily via an e-mailed statement. “The launch of this plan is the culmination of several months of continuous improvements to T-Mobile’s 4G coverage and performance, allowing us to offer consumers an unrivaled 4G experience on this new plan.”
T-Mobile will promote the Unlimited Nationwide 4G service via a television commercial that features the brand’s Carly spokescharacter in her motorcycle leathers using the technology before heading out for a super-fast ride that lights the streets in the brand’s signature magenta color.