Sprint on Thursday announced a $60-per-month unlimited talk, text and data plan -- its second price cut in four days -- that's designed to undercut competitors.
The Unlimited, My Way plan will continue to be offered along with the new $60 Unlimited Plan, but marketing efforts will be focused on the $60 plan, according to a Sprint spokeswoman.
In its announcement, Sprint noted that T-Mobile currently offers an $80 a month unlimited plan, while Verizon Wireless and AT&T don't offer an unlimited option. "Consumers no longer have to worry about high bills based on how much data they are using," Sprint said in a statement.
On Monday, Sprint unveiled a separate Family Share Pack plan for shared-data that offers four lines and 20GB of shared data for $160 a month -- double the data at a lower price than either AT&T or Verizon.
Both price cuts were promised by new Sprint CEO Marcelo Claure as a way to reverse a decline in subscribers. But many analysts said network performance problems at Sprint will still keep customers away.
Whether Verizon or AT&T finally adds an unlimited data plan is unlikely. Analysts have said often in recent months that both Verizon and AT&T have broader-reaching, more reliable networks than Sprint or AT&T and can keep customers from leaving even when charging for variable data plans.
Verizon couldn't be reached to comment on Sprint's price cuts, but AT&T spokesman Mark Siegel said customers have liked AT&T's approach on rate plans. "Customers have flocked to AT&T Next and Mobile Share Value plans because they deliver terrific value on the nation's most reliable 4G LTE network," Siegel said.
In the last quarter, AT&T also had its lowest churn (subscriber departures) rate ever. Regarding unlimited plans, Siegel noted that while AT&T doesn't currently offer unlimited plans, some customers already on unlimited plans before AT&T introduced tiered data prices were able to keep the unlimited plans if they wanted to.