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.
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.