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Sprint undercuts T-Mobile by $20 a month

Sprint undercuts T-Mobile by $20 a month

POSTED: Monday, August 25, 2014 - 6:30am

UPDATED: Monday, August 25, 2014 - 9:00am

Plan isn't available with discounted phones and current Sprint customers can't switch

The price war is on in the U.S. wireless industry.

Sprint announced a new unlimited data plan for smartphone users that costs just $60 a month. It's part of new CEO Marcelo Claure's effort to reverse the fortunes of the ailing carrier.

Rival T-Mobile offers an unlimited data plan for $80 a month, while industry leaders Verizon and AT&T don't offer unlimited plans at all.

"People know Sprint for Unlimited," Claure said in a statement. "We have long been the leader in offering customers unlimited data and that leadership continues today." The plan isn't available with discounted phones, and current Sprint customers can't switch to the $60/month rate until they're eligible for an upgrade.

Sprint also overhauled its family pricing earlier this week. Under its new plans, a family with four phone lines would pay $160 per month to share 20GB of data. Four lines with the same amount of data are advertised online by Verizon and AT&T at $310 per month. At T-Mobile, the plan would cost $180.

Sprint has also followed T-Mobile's lead in offering to reimburse customers for the costs of switching from other carriers, and waiving the requirement that customers sign a long-term service contract.

Sprint brought in Claure earlier this month to lead its turnaround effort after reportedly abandoning plans to merge with Sprint because of the difficulty in getting the deal approved by antitrust regulators. That merger would have created a combined entity with a subscriber count to rival that of Verizon and AT&T.

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