Sprint and T-Mobile launch unlimited data plans

Sprint and T-Mobile US each announced new wireless plans Thursday that promised unlimited data in an increasingly competitive battle for subscribers.

The announcement at T-Mobile specifically targets the industry’s largest wireless companies Verizon and AT&T. Sprint’s announcement came out as T-Mobile chief executive John Legere described his company’s plan in a conference call.

T-Mobile One will cost $70 for one line, $50 for a second and $20 for each of the next six lines. Buyers will have access to “unlimited 4G LTE smartphone data while on our blazing-fast network” to download apps, stream video and enjoy other popular wireless features, an announcement said.

Its new plan includes some limits. Video is unlimited but at standard definition, which is the pace of data usage under T-Mobile’s Binge On feature. Users also “may see their data traffic prioritized behind other users” once they’ve used 26 gigabytes of data, T-Mobile said.

Sprint said its Unlimited Freedom plan will cost $60 for the first line, $40 for the second and $30 for each additional line up to 10.

“Wireless customers want simple, worry-free and affordable wireless plans on a reliable network,” Sprint chief executive Marcelo Claure said in the Overland Park-based carrier’s announcement. “Now customers can watch their favorite movies and videos and stream an unlimited playlist at an amazing price.”

The companies’ announcements come a day after AT&T changed pricing on its shared data plans, generally raising prices but providing more data per dollar than before.

John Legere, T-Mobile’s chief executive, announced the new service plan as Un-carrier 12, which is the company’s marketing plan to introduce features it says are changing the market place for consumers.

“The era of the data plan is over,” Legere said in the announcement. “After Un-carrier 12, the wireless industry will never be the same again.”

He also made clear that the unlimited focus was aimed at taking customers away from the largest wireless carriers Verizon and AT&T. During a conference call, Legere said T-Mobile is gaining customers at the expense of each of its rivals, a claim Sprint also has made.

“Only T-Mobile’s network can handle something as huge as destroying data limits,” Legere said. “I hope AT&T and Verizon try to follow us. In fact, I challenge them to try.”

This story was originally published August 18, 2016 at 7:46 AM with the headline "Sprint and T-Mobile launch unlimited data plans."