T-Mobile US today announced that it will double 4G LTE data and tethering to 1GB for basic $50 Simple Choice plans, and more data and tethering for power users.
The new plan comes at a time when analyst reports suggest that T-Mobile US will struggle in the American LTE market against AT&T, Sprint and Verizon Wireless.
The American telecom operator owned by Deutsche Telekom is also offering unlimited international texting to and from virtually anywhere.
There will also be more free international roaming countries where Simple Choice customers enjoy unlimited data and texting and low, flat-rate calls at 20 cents a minute — now up to 122 countries.
T-Mobile US said the new offer is “another industry first”.
T-Mobile’s flagship Simple Choice plan is known for launching the company’s Un-carrier consumer movement last spring. Its Un-carrier move troubled telecoms such as AT&T, Verizon, Sprint, etc and phone vendors as well.
Also read: T-Mobile will not win LTE battle with AT&T, Sprint and Verizon, says Strategy Analytics
All Simple Choice customers will automatically enjoy the added benefits of these updates.
John Legere, president and CEO of T-Mobile, said: “Take the basic plans from the Big Two with ridiculously low data limits that hit you with fat overages each month. It’s like getting your data from the neighborhood loan shark and paying 100 percent interest when the bill comes due. It’s the classic shakedown.”
Also read: T-Mobile US 4G LTE network fastest in America, says CEO John Leger
It wants to address customer demands. T-Mobile said its customers use nearly 50 percent more data as compared with last year. Monthly usage on unlimited 4G LTE plans has nearly doubled to over 5GB.
With these updates, Simple Choice customers still start with one line at $50 per month for unlimited data, talk and text on our nationwide network – but will now get 1GB of 4G LTE data and tethering – double the previous amounts.
The company said its customers can still add a second line for $30 per month and up to three additional lines for $10 per month. Those additional lines also get the extra 4G LTE data with these changes.
Analyst reports are indicating tough market conditions for T-Mobile US. It will take nearly 16 percent of retail gross adds in 2014—on par with Sprint and not too far off market leader Verizon Wireless at 22 percent. In addition, its high churn levels will mean it underperforms on share of net adds at only 9 percent compared to Verizon’s 47 percent, said Strategy Analytics in February.
The report said T-Mobile will struggle to stay near 11 percent of the retail market, while Sprint will gain a percent to reach 15.5 percent by 2018 and the two leaders remain on top with Verizon Wireless at 33 percent and AT&T Mobility just under 25 percent.
The company said Simple Choice customers can always add more 4G LTE data to each of their lines. They can opt for 3GB of 4G LTE data, including tethering, for an additional $10 a month per line (vs. 2.5 GB previously), or 5GB for an extra $20 a month per line. There is a new unlimited 4G LTE option, which now comes with a full 5 GB of tethering, double the previous amount, for an extra $30 per month (vs. an extra $20 previously).
