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Sprint bets big on unlimited data

The carrier has cut the price of its unlimited data service for new customers.

Don Emmert/AFP/Getty Images

Sprint is getting more aggressive in its pricing on unlimited data as it feels the heat from traditional competitors as well as new ones, like Comcast.

Sprint, nation's fourth largest wireless carrier, launched on Thursday new pricing for its Unlimited Freedom plan. It basically extends the savings it was offering as a promotion to new customers until at least June 30, 2018. The company said it's also eliminating all other rate plans that let customers buy smaller increments of data because 90 percent of Sprint's customers have been signing up for unlimited data.

Starting Friday, customers will be able to get:

  • Unlimited data, talk and text for $50 a month for the first line.
  • Two lines for $40 a month per line.
  • Four lines for $30 a month per line.

Sprint's announcement comes as Comcast enters the wireless market with an unlimited offer starting at $45 a month. The new competition from cable arrives as the big four wireless carriers have been trying to outdo one another with deals and promotions that include unlimited data offers in an effort to win new customers.

Over the past few months, T-Mobile "eliminated" the taxes and fees on its unlimited plan, Verizon brought back its unlimited plan with no limitation on video streaming (which T-Mobile quickly matched), Sprint went and undercut both with its promotion, and AT&T lowered the price on its own unlimited option. Earlier this week, AT&T said it would throw in a free subscription to HBO's streaming service to entice customers to sign up.

Sprint's new permanent plan allows people to stream video in high-definition and offers 10 gigabytes of data per line for hotspot use. Like other unlimited plans from competitors, customers' data could be slowed if they use more than 23GB of data in a month.

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