T-Mobile is taking a refreshing step in the opposite direction of its competitors when it comes to mobile data.
The carrier will launch a new unlimited data option for all subscribers beginning September 5, giving them access to an unending supply of 4G mobile broadband for an upcharge of $20 - $30 depending on the subscriber's current plan.
While T-Mobile never officially capped data plans like Verizon and AT&T, it throttled customers who exceeded a certain limit within a one-month period, slowing down the connection until their next billing cycle began.
It is scrapping that, and going back to truly unlimited data so it can better compete with Sprint, the only other major carrier that offers uncapped mobile broadband.
"We’re big believers in customer-driven innovation, and our Unlimited Nationwide 4G Data plan is the answer to customers who are frustrated by the cost, complexity and congested networks of our competitors," said T-Mobile USA marketing VP Kevin McLaughlin.
Notably, T-Mobile's 4G infrastructure is built on a different platform than Verizon, which uses a standard called LTE (Long Term Evolution), a much faster mobile data system.
AT&T and Sprint are also beginning to convert their 4G networks to LTE, but T-Mobile has decided to stick with the less powerful HSPA+ standard. To do that, it needs some sort of competitive advantage, and unlimited data could be exactly that.
"Consumers want the freedom of unlimited 4G data. Our bold move to be the only wireless carrier to offer an Unlimited Nationwide 4G Data plan reinforces our value leadership and capitalizes on the strength of our nationwide 4G network," McLaughlin said.