It seems unlimited wireless data is going to be one of the next, hot areas in the world of wireless competition. Last week, both Sprint and T-Mobile US made announcements improving their offerings with Sprint Unlimited Freedom and T-Mobile One. In fact, AT&T Mobility also updated their existing plan as well. Verizon Wireless is nowhere to be seen. Let’s take a closer look at this whole unlimited wireless data phenomenon and which is the best choice for you.
First of all, let’s clear something up: while I love the recovery of T-Mobile US in recent years, it sounds like they are taking credit for creating this unlimited wireless data world. They did not. Unlimited wireless data has been with us for decades. It gained significant traction when the first Apple iPhone and Google Android were introduced. Back then T-Mobile US was dying. They missed the move from 2G to 3G and fell behind every other major wireless carrier in the U.S.
Unlimited wireless data was not created by any one carrier
Instead, think of the wireless industry as an ocean. Think of all the carriers as surfers, sitting on their boards waiting to ride the next wave. T-Mobile US is saying they are a surfer that controls the ocean and the waves. When in reality, they don’t. No single carrier does. Every carrier must focus on catching and riding the next wave. Period. Anything else is distracting and makes T-Mobile US sadly look out of touch with reality.
Unlimited wireless data kicked into high gear when AT&T Mobility, Verizon Wireless and Sprint saw users afraid to use new smartphone apps. Users feared getting a huge bill at the end of the month. So unlimited was a way to grease the skids, and it worked. The app market grew from a few hundred to well over one million today.
Unlimited wireless data for smartphones started a decade ago by AT&T, Verizon and Sprint
Then, after a few years, many customers were sucking the wireless data networks dry, so to protect themselves many carriers pulled away from offering unlimited wireless data. However, users kept using more wireless data than ever and the industry continued to build out and mature.
Today, the marketplace is different. Today, nearly everyone who wants a smartphone, has a smartphone. So carriers try to win business from each other rather than focus on new smartphone users.
In that world, being more attractive than the competitor is the name of the game. That’s why we have seen every carrier sharpen themselves and focus on a different segment of the marketplace. This is smart. That way everyone wins. Customers just have to understand the differences and make the right choice for them.
Wireless analyst sees unlimited wireless data as the next big trend
As a wireless analyst for almost 30 years, I have followed all the wireless carriers, handset makers, app makers and technology companies that make wireless work. I have commented on the changing industry and new directions. I have consulted with many companies, spoken at their meetings and shared my thoughts and opinions on the changing competitive marketplace.
In that world, I have seen so much change in wireless over the last several decades. And every few years there is always the next, big, hot trend.
I believe one of the next, big, hot trends is unlimited. Every carrier focuses on a different segment of the marketplace, as they should. This is good for all users as long as they know the best carrier for them.
AT&T Mobility
 AT&T Mobility is one of the two largest wireless carriers in the United States. They offer unlimited wireless data to new customers that also select one of its pay-television packages. Last week, they updated their rate plans as well, making them more attractive and potentially saving users money.
AT&T also offers television through IPTV platforms under the U-verse and DirecTV brands. They also offer wireless TV or mobile TV, which allows customers to watch television from anywhere in the country on a wireless device. AT&T is an aggressive, forward-thinking company that always keeps up with the changing industry.
Verizon Wireless
Verizon Wireless is also a very successful wireless carrier. However, today they are the only carrier that does not offer an unlimited high-speed plan. Customers say they are the highest-priced competitor. They also offer telephone and IPTV through its FiOS platform. They are not as aggressive in the innovation game. They change more slowly. They are a follower, not an innovator.
Verizon Communications acquired AOL and are working on Yahoo, so change is in the air for the telecom operator. They remain a leader in the wireless space for their group of customers. However, customers who want unlimited high-speed wireless data are leaving Verizon Wireless and moving to AT&T Mobility, Sprint and T-Mobile US. That’s why I think they will join this unlimited world sooner or later.
Sprint
Sprint is bouncing back with a very aggressive growth strategy. Last week they altered their unlimited wireless data plan. Sprint offers the lowest priced plan in the industry. They also have more wireless spectrum than any other carrier in the industry.
This is a key strength. This gives customers an excellent wireless data experience. Customers have noticed how their quality and reliability have increased dramatically in the last couple years.
T-Mobile US
T-Mobile US started their recovery a few years before Sprint, and have been growing ever since. It’s good to see their recovery. They also introduced a new unlimited plan last week. While not the lowest cost plan, it should make their existing customers who use lots of wireless data happy.
The problem is T-Mobile US has the least amount of wireless spectrum of any major U.S. carrier. This is a growing concern as they move into more bandwidth intensive services. They launched Binge On last year. There was concern their lack of spectrum would create quality problems with that service.
However, T-Mobile US scaled back the amount of wireless data the service uses. While video quality is lower, it has allowed them to be able to deliver service. Their customers like it. T-Mobile US says the lessons they learned from Binge On gave them the green light to offer this new unlimited plan on the same lower scale basis. The good news is, so far they seem to be carefully balancing customer usage with their ability to handle it.
Unlimited wireless data is the future
So, with all that said, you can see how unlimited wireless data is a key trend going forward. If we pull the camera back, we see the same thing happening on the wireline side as well. Recently, both Comcast and AT&T increased the amount of data on their wireline internet plans. The reason is simple. Users continually use more wireless and wireline data. That’s a trend that will continue for years to come.
That’s the sea change I was talking about earlier. As users consume more wireless data, three of four carriers are offering unlimited plans. These unlimited plans will continue to be adjusted going forward. Even smaller competitors like C Spire Wireless offer an unlimited plan. So it’s important for users to keep their eyes open to make sure they are using the right plan for them.
Eventually, I hope every wireless competitor will offer an unlimited plan. I also think these plans will continue to change over time. All competitors are moving in this direction, step by step. That’s why I believe unlimited wireless data is a key trend for the future.
