Starting 10 December, customers of T-Mobile US will be able to get unlimited LTE data on two lines for US $100 a month, down from US $140. While there is a limited sign-up period for the Simple Choice family plan, subscribers who join will be able to keep the new rate as long as they want to.

Tarifica’s Take

This is the latest salvo in T-Mobile’s “UnCarrier” battle plan. The two biggest U.S. operators, AT&T and Verizon Wireless, have said that they saw increased churn rates during 2014 due to the aggressive moves of T-Mobile and Sprint. AT&T CEO John Stephens recently said he was not worried about long-term impact from these offerings, because they are limited-time promotions. However, T-Mobile’s unlimited family data plan, however, is not entirely temporary, in the sense that the promotional rate can be locked in.