As the battle for your wireless life rages on among the major wireless carriers, T-Mobile has fired the most recent shot, and it's a pretty loud one.
The company's latest announcement revolves around its new promotional four-line family plan that is priced at $100 a month. The plan is dubbed "Simple Choice" and for a limited time purchasers can sign on for the $100 monthly charge that will allow a family of four to engage in unlimited talk and text and receive up to 10 gigabytes of data.
In a recent blog post on the company's website, T-Mobile's president and CEO John Legere explained the thought process behind the aggressive promo, and also decided to take a few shots at the company's rivals.
"Leaving my office last week, I pulled alongside a bus covered with yet another ad for AT&T's "Best-Ever Pricing" for families. These ads are everywhere. AT&T's sinking some serious dough into marketing their latest-greatest family pricing, which strikes me as funny. Because their deal is no deal at all, and next to T-Mobile's Simple Choice Family Plan, AT&T's "Best-Ever Pricing for Families" is a joke," he said in the post. "When I pulled up to that ad, I also knew we were about to blow AT&T's 'Best-Ever' completely out of the water. Because starting July 30 through September, a family of four can get up to 10 GB of LTE data - 2.5 GB each - until 2016 on America's fastest nationwide LTE network with all the Un-carrier benefits for just $100 a month on T-Mobile."
The T-Mobile plan does indeed undercut AT&T's current plan, titled Share Value, by $60 a month, as well as Verizon's More Everything Plan by that same dollar amount.
Referring to both AT&T and Verizon as a "duopoloy," Legere took a few more shots in his blog post, adding, "It infuriates me that they're selling this to hardworking families who could use that money for more important things. And they have the nerve to call it 'Best-Ever Pricing.' I just couldn't stand by without speaking up and calling them on their BS."
According to research firm Statista, the wireless carrier market share numbers as of the first quarter for 2014 were Verizon and AT&T both with 34% share, followed by Sprint with 16 percent. T-Mobile had a 14 percent market share and US Cellular had a 2 percent share.