The Spread of Unlimited Data Ignites Cellular Competition

It pays to shop around for cell service, now that Verizon has joined AT&T, T-Mobile and Sprint with all-you-can-eat unlimited data plans. Verizon’s move comes as T-Mobile siphons off more and more customers through aggressive marketing and price cuts. “This was actually the first time that Verizon reacted to T-Mobile,” says Roger Entner, telecom analyst and founder of Recon Analytics. The action led to another round of price cuts, too.

Unlimited data plans come with a catch, though. Speeds slow after users hit a monthly data limit. When Verizon’s network is bogged down, its unlimited speeds are ratcheted back for users who have burned up 22 gigabytes in a given month. Other carriers’ plans come with similar fine print.

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