Yesterday, Sprint completed its $21.6 billion merger with SoftBank. The new company, Sprint Corporation, is already making big promises to customers.
Sprint has announced that, starting today, new and existing customers who purchase one of the carrier's unlimited "My Way" or "My All-in" plans are guaranteed unlimited voice, text, and data for life, assuming they stick with their Sprint plan.. All "My Way" or "My All-in" customers will get unlimited voice and text, but will have to choose the unlimited data option to get the lifetime guarantee. Sprint is calling this plan "The Sprint Unlimited Guarantee."
“Sprint continues to lead the industry in providing customers with simplicity and value,” said Dan Hesse, CEO of Sprint. “The 'Sprint Unlimited Guarantee' allows our customers to lock-in unlimited talk, text and data not for just the next two years, but for life. Sprint customers won’t have to worry about their wireless bill or managing their family’s wireless usage. While other wireless providers are moving away from unlimited service, Sprint champions it.”
As the third largest mobile provider in the U.S., Sprint has used its unlimited data offering as a competitive pressure on Verizon and AT&T, both of which offer data-capped plans in various tiers. The fourth largest U.S. carrier, T-Mobile, has also been changing up its pricing schemes to stay competitive. T-Mobile ditched the traditional two-year contract model back in March and just this week announced its new "Jump" service, which allows customers to upgrade their phones before the traditional two-year wait.