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AT&T Overhauls Unlimited Plan, Offers Lower Price, New Perks In Bid To Be More Competitive

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One could say that when AT&T unveiled its own unlimited data offering, it was a knee-jerk reaction. Most importantly, it fell short from what its rivals have offered.

The carrier has now remedied the situation by introducing new unlimited data plans that would eliminate the type of ammunition that the marketing team at T-Mobile could use in an attack ad.

Old Unlimited Data Plan

AT&T's previous unlimited data offering has cost $100 per month for the first smartphone. Subscribers will have to pay an additional $40 per month for each handset, tablet, or connected car added. The figure is a bit pricey especially when one considers pricing per handset for a family of four. Verizon, T-Mobile, and Sprint's offerings range from $40 to $45 per line.

AT&T subscribers, on the other hand, will have to pay $40 per line on top of the $100 cost. The averaged cost per line, therefore, was $55, which was quite hefty.

The problem is also aggravated by the fact that AT&T did not include any tethering option to the bundle.

New Plan

So the first unlimited plan called Unlimited Plus has been lowered to $90 per month and if you opt for two lines, you will have to pay $145. Subsequent line additions, however, will only set you back a measly $20 apiece. This means that a plan with four lines will now cost $185 or $46 per line.

Aside from the unlimited data. talk, and text, subscribers are also allowed to consume 10 GB of data via tethering. If you exceed this cap, your data speed will be throttled.

The Unlimited Plus also comes with a few other perks such as HD video. The add-ons also include a $25 monthly video credit if you are subscribed to DirecTV Now, DirecTV or U-Verse. The savings are quite notable. For example, the credit will effectively cut the price of the entry-level DirecTV Now to $10, down from $35.

"We're excited to bring our customers the unlimited premium entertainment they want, across all of their screens - at home and on the go," David Christopher, chief marketing officer at AT&T Entertainment Group, said. "With our incredible new unlimited plans and great entertainment options for everyone, we're able to give customers what they've been asking for, on their terms."

Unlimited Choice Plan

AT&T also introduced a lower priced unlimited data plan called Unlimited Choice. For $60 a month or $155 for four lines, you will enjoy unlimited data although at slower speed. Instead of the LTE connectivity, you will be stuck at 3 Mbps. This option also does not include tethering and if you happen to like video streaming, you are only allowed to consume 480p contents at 1.5 Mbps.

You can avail of the new AT&T unlimited data plans regardless of whether you are a new or existing customer.

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