T-Mobiles Legere Targets, Mocks AT&T With New Pricing Plan

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T-Mobile is out with a new wireless pricing plan that gives a family of four 10GB of LTE data for $100 per month. The price is good until 2016 if you sign up between July 30 and the end of September.

CEO John Legere made the announcement in a blog on Monday. But the news didn’t come without some bluster, attacking his larger rivals, notably AT&T.

“Leaving my office last week, I pulled alongside a bus covered with yet another ad for AT&T’s ‘Best-Ever Pricing’ for families,” Legere wrote. “These ads are everywhere. AT&T’s sinking some serious dough into marketing their latest-greatest family pricing, which strikes me as funny. Because their deal is no deal at all, and next to T-Mobile’s Simple Choice Family Plan, AT&T’s ‘Best-Ever Pricing for Families’ is a joke.

AT&T offers the same amount of data for a family of four for $160. Verizon and Sprint have similar plans. Of course, T-Mobile doesn’t offer subsidies on its devices, charging you full price, whether you pay up front or in monthly installments. That being said, the so-called “uncarrier” has had a great deal of success with its year-old strategy, increasing its number of subscribers in bunches.

It’s widely expected that Sprint and T-Mobile will make an official merger announcement sometime this summer. 

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