T-Mobile US reckons it has undercut its larger rivals with a discounted family plan to give four lines and 10GB of shared mobile data for $100 monthly.
The carrier claims its new family plan will be $60 cheaper than those of AT&T, Verizon and Sprint. The $100 package gives each user 2.5GB per month and includes T-Mob's unlimited music package and free international data and text.
Competing plans from Verizon, AT&T and T-Mobile cost $160, but the 10GB LTE data package is shared among all users rather than divided into four 2.5GB allocations.
T-Mobile US CEO John Legere, known for his understated and diplomatic nature, said in announcing the new package that AT&T's family plan was "a joke."
"It infuriates me that they're selling this to hardworking families who could use that money for more important things," Legere said – who, by the way, made no mention of the US FTC's allegations of families being unfairly charged hundreds of millions of dollars in bogus text message charges.
"And they have the nerve to call it 'best-ever pricing.' I just couldn't stand by without speaking up and calling them on their BS."
Those sentiments were later repeated by Legere in a tweeted Vine post.
Mocking the competition as an underdog has been T-Mobile US's game for a while now: under its Uncarrier banner, the network has touted music and international roaming packages as well as the elimination of service contracts," and discounts on hardware.
The results have been a mixed bag for the carrier. While the company has been rapidly expanding its customer base, the freebies and discounted plans have resulted in the company consistently operating at a net loss. ®