Sprint undercuts T-Mobile unlimited data plan

Yesterday, T-Mobile US offered a new unlimited data plan for customers which it claimed was the cheapest available in the states. This was true, for a couple of hours, until Sprint hit back with its own unlimited data plan.

Throughout the YouTube video, T-Mobile US CEO John Legere focused on how the new Un-Carrier initiative offered more value than similar offers from AT&T and Verizon, two companies he has previously nicknamed ‘Dumb and Dumber’, though very little attention was paid to Sprint, the company which Legere is currently fighting for third place in the US rankings.

Sprint has now come forward with a deal which undercuts T-Mobile US, offering $60 a month for one line, $40 a month for a second line and $30 a month each for lines 3-10 for unlimited talk, text and optimized streaming video, gaming and music, as well as unlimited nationwide 4G LTE data for most everything else. It is should be worth noting that for a family of four, T-Mobile US and Sprint are priced the same, though Sprint is cheaper for plans of up to two lines.

“Wireless customers want simple, worry-free and affordable wireless plans on a reliable network,” said Marcelo Claure, Sprint CEO. “There can be a lot of frustration and confusion around wireless offers, with too much focus on gigabytes and extra charges. Our answer is the simplicity of Unlimited Freedom. Now customers can watch their favorite movies and videos and stream an unlimited playlist at an amazing price.”

T-Mobile US’ efforts have seemingly brought out a reaction from the industry, not only from Sprint. AT&T has introduced a mobile share initiative following the announcement, which includes rollover and sharable data.

The offer cements Sprint as one of the leading carriers in North America, and also represents a healthy turnaround for the company which was struggling prior to the introduction of Claure at the helm. During his first twelve months at the company, Claure saw stock prices decline and the company losing customers to competitor’s month on month. During the last quarter, Sprint added the highest number of new customers is almost a decade, and also share price is not the highest it’s ever been, it is increasing steadily.