Sprint Nextel will continue to promote its unlimited product offerings with a new ad campaign called “All Together Now”
This marketing move is in response to other carriers like AT&T and Verizon that have now scrapped their unlimited data plans and have gone to tiered pricing, and T-Mobile that threatens to throttle speeds of users that exceed a certain bandwidth limit.
Mobile carriers are dealing with increased data consumption due to smartphones and faster networks. The trend in scuttling unlimited data started with AT&T and now has spread to Verizon which is also switching to tiered pricing, and T-Mobile that is throttling high data usage.
As wireless users’ data demands continue to grow–fostered by advanced smartphones and faster networks–carriers have found themselves trapped between unlimited data offerings and overtaxed data networks. As a result, many are charging subscribers based on the amount of data they use, or are throttling users’ speeds after they download a certain amount of data. AT&T Mobility (NYSE:T) kicked off the rush last year by charging $15 per month for 200 MB and $25 per month for 2 GB. Meanwhile, Verizon Wireless (NYSE:VZ) and T-Mobile USA have both warned that they will throttle the speeds of high-traffic users. Verizon has hinted it will move toward tiered pricing sometime this summer.
However, Sprint, it appears, isn’t immune to users’ data demands: The carrier in January tacked on an extra $10 per month fee for unlimited data for smartphone users. Sprint also has indicated that tiered pricing may be in the future, but indicates that it will always differentiate itself from other carriers with competitive pricing.