Remember when the unlimited wireless data war began 10 years ago? That’s when Apple’s iPhone and smartphones powered by Google’s Android operating system entered the market and carriers wanted to grease the marketplace so users could use all the apps and not worry about overcharges for data. Customers loved these plans. Then one by one they started to disappear. Now, they’re back!
Finally, all four major wireless carriers have opted back into the unlimited data space. First, it started with AT&T Mobility and T-Mobile US, then Sprint and now finally Verizon Wireless has thrown in the towel and is finally joining the parade. I think Verizon Wireless would have rather kept things as they were, but they wanted to stop losing market share.
AT&T DirecTV leads with mobile TV and unlimited data
Now, as announced at Mobile World Congress, AT&T Mobility is leading the charge again, updating their unlimited wireless plans by making them very attractive to a wider group of users. Prices are lower and they give users the choice to combine wireless and its DirecTV service with wireless TV or mobile TV, or they can buy services separately and still get the lower prices.
I see every carrier continuing to change and adapt their unlimited data plans to meet their own corporate goals. The good news is this also makes customers very happy. It creates more choice. AT&T, T-Mobile US and Sprint have been enjoying extra growth over the last year because of unlimited data. I expect to see at least a short-term burst of extra growth at Verizon Wireless as well now that they have re-entered the same space.
Unlimited wireless data is a trend for the future. The reason it was pulled was too many users suddenly used too much data and it was exhausting the system. Over the last decade, carriers have strengthened their ability to deliver service, and since this is what customers want, this is what is being rolled back into the marketplace.
“5G” is coming and will let carriers send more data at a much faster speed. This means users can watch live TV or download movies much faster than ever before. This will also enable the creation of new applications that will continue to be rolled out as existing applications improve, requiring more data and speed.
Growth in IoT, cloud, AI, AR, VR, B2B, M2M, cognitive computing
Ultra-fast, gigabit speed wireless connectivity to the internet is key going forward. As the years have passed, we have grown from 2G to 5G and that need for speed will only continue to grow. Hopefully, the unlimited plans will continue to adapt and change as we go forward.
As the internet of things, cloud, artificial intelligence, augmented reality and virtual reality continue to grow, this will continue to encourage more growth in wireless. Enterprise services, machine-to-machine and cognitive technology will also continue to grow and develop.
Wireless merging with the internet will continue to enable and empower growth in every industry and in so many new ways. Growth in wireless will continue to accelerate, change and expand going forward. Are you ready for what is coming next?
