Last month, Verizon chief financial officer Matt Ellis said the company didn't feel like it needed an unlimited plan to compete with AT&T, T-Mobile, and Sprint, but "we continually monitor the market and we will see where we head in the future."
The future appears to be today, as Verizon on Sunday outlined plans for an unlimited plan dubbed Verizon Unlimited. Verizon Unlimited provides video streaming, mobile hotspot, calling, and texting to Mexico and Canada with up to 500 MB a day in 4G roaming coverage for $80 a month for one smartphone. The pricing breaks down like this:
$80 for unlimited data, talk, and text on one smartphone with paper-free billing and autopay.
$140 for two lines and $160 for three lines for unlimited data, talk, and text with paper-free billing and autopay.
$45 per line for four lines ($180 total) with unlimited data, talk, and text on smartphones and tablets with paper-free billing and autopay.
For more than four lines, add an additional line, up to 10 lines, for $20/line per month.
Verizon's spin on unlimited plans is its network quality. In a statement, Verizon noted that it can adjust to customer demand for bandwidth with its antenna technology and software defined networking tools. The company also touted its back-end fiber and small cell deployment.
Like other plans, Verizon said that customers who pass 22GB of data a month will have traffic prioritized. Other fine print items include mobile hotspot data to 10GB for 4G and then 3G speeds after.
The discussion among analysts about Verizon's unlimited plan is likely to revolve around whether the company had to react or not. Verizon's fourth quarter results and outlook last month were mixed. Evercore analyst Vijay Jayant said in a research note that the advantages held by AT&T and Verizon have faded. Now those carriers are going to have to compete on cost even as they try to couple media and distribution together.
The US telecom landscape is increasingly dominated by wireless, and US wireless competition continues to intensify. Subscriber growth has slowed, as the market is largely saturated, and operator network performance has substantially converged, allowing smaller competitors to effectively use price and features as a competitive tool.
Meanwhile, it's unclear whether Verizon's move to acquire Yahoo to combine with AOL and AT&T's plans to acquire Time Warner will pay off, said Jayant, who said that T-Mobile has the best growth prospects.
In a chart, Jayant summed up the wireless industry and how unlimited plans are the cost of admission to keep customers.
Correction: Updated the pricing schedule for multiple lines.
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