The Unlimited Data Party Will Last Until the Big Four Become the Big Three
Verizon is finally bringing back unlimited plans. Yes, the plans come with catches. But they’re great news for Verizon customers who want to stream or upload lots of video. At least as long as the company faces enough competition to keep up the pressure—in other words, as long as the big four don’t become the big three.
Verizon was the last of the big four wireless providers to once again offer unlimited data, which had all but disappeared just a few years ago. So why the recent resurgence? Competition—from T-Mobile, in particular. Since 2013, when the company launched its “Uncarrier” campaign, T-Mobile has simplified its pricing, disposed of annual contracts, and routinely gives its customers free pizzas and movies. Those consumer-friendly moves—and the company’s greatly expanded coverage—forced the whole industry to take note.
