Are you paying attention to the growing unlimited wireless data battle? Regional carrier C Spire Wireless is now joining the major national wireless carriers AT&T Mobility, Sprint and T-Mobile US in offering an unlimited data option. Funny thing, if you recall, this whole unlimited phenomenon started when the Apple iPhone was launched a decade ago. Over the next few years, most carriers moved away, but today unlimited is back and roaring like a lion.
The reason unlimited was introduced when iPhone and Google’s Android operating systems were launched was simple: to get average American’s to start using apps. Before that time, we didn’t. BlackBerry and Nokia were leaders, and a few years before that Motorola was the leader. In the wireless world, things change.
AT&T, Sprint, T-Mobile, C Spire unlimited wireless data
Today iPhone and Android lead, while BlackBerry, Nokia and Motorola have practically fallen off the growth track or even disappeared. After users got a taste of apps, which continues to grow and mature, most carriers opted out of the unlimited plans.
Then AT&T Mobility and T-Mobile US were the first to jump back into the market. Others followed, and today most carrier offers unlimited one way or another. It helps them achieve their goals, which include attracting and retaining customers, and to grow customer usage.
Unlimited plans let carriers retain customers and grow
Smartphones and wireless are two of the most exciting and fastest growing spaces we have ever seen. However, growth is not the same today as it was yesterday. Think of growth in wireless like the waves at the beach: wave after wave, each lasting several years, but eventually fading and giving way to the next wave.
We have seen this in wireless for decades. We started with installed carphones, then graduated to the brick, which was a huge, handheld device. Eventually the size kept getting smaller till we had the Motorola StarTac. Then the networks switched from analog to digital. Since then we have gone from 2G to 3G to 4G where we are today, and now preparing for “5G.”
Usage also changed. We used wireless phones as, well, wireless phones. Today the telephone portion is way down on the list. Today, wireless phones or smartphones are becoming the remote control for our lives.
Today we use them to watch live TV, open house doors, start our cars, as credit cards, as storage for our insurance identification cards and i’d imagine driver’s licenses are not in the distant future. Wireless smartphones, devices and services are at the center of our changing lives.
Wireless grows and it helps other industries grow
Wireless will continue to be a core growth engine for a number of industries and for decades to come. Wireless is also continuing to grow and expand. Consider augmented reality, virtual reality, the cloud and so much more. Samsung says their next Galaxy smartphone will use AI, and I expect the same from Apple.
In fact, Apple Siri, Google Now and Microsoft Cortana are already the beginning of the AI revolution. Yes, we are already using AI at a more basic level, with more advanced AI like with IBM Watson also rapidly growing. Watson will need wireless and wireline networks to connect to the world and help industries transform and grow to the next level.
So, in that world, unlimited is the price of admission. Different carriers are going to attack this unlimited opportunity in different ways to achieve their goals. If we pull the camera back we can see as every other industry modernizes, they will use AI, VR and the cloud, and they will all need wireless to connect to the world to grow.
There is a difference between wireless players moving forward. Wireless-only players like Sprint and T-Mobile US will take one route. Full service providers like AT&T and Verizon Communications will take another route. However, the good news is all these different groups will see strong growth going forward. Different kinds of growth, but growth nonetheless.
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