Unlimited Data Plans: Are They Coming Back From the Dead?
Odds are, T-Mobile’s move back to offering unlimited data is a stop-gap measure aimed at generating some short-term subscriber gains. It isn’t a direct shot at AT&T and Verizon, since their typical subscriber is more concerned about QoS than price. Rather, it’s aimed at stealing some market share from the other low-cost post paid carrier, Sprint. The big problem is going to be paying for the 4G network build while subsidizing all-you-can-eat data plans, especially in light of parent company Deutsche Telekom’s reluctance to keep pumping cash into what has been a losing proposition for them.
Unlimited data, once a consistent option among cell phone carriers, has been on the outs lately with the big dogs of wireless. But fourth-place carrier T-Mobile is hoping to win back some users — and market share — by offering a true unlimited data plan starting Sept. 5.
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