Some are saying that the “unlimited data” selling point that has long been a part of mobile data plans among top wireless carriers is in its death throes.

It’s been pointed out that both Verizon Wireless and AT&T have switched to a “tiered system”. Instead of giving customers as much data as they want, they are now hit with higher bills if they use more than the amount data they agreed to pay for.

Though Sprint and T-Mobile both have unlimited data, industry analysts suspect it won’t be long before these companies follow suit.

What’s most startling is that customers don’t seem all that concerned. Despite Sprint marketing its unlimited data plan aggressively, especially since Verizon and AT&T have dropped the option, the carrier is reportedly hemorrhaging customers. As for T-Mobile, they still offer unlimited data, but it’s not at the forefront of their advertising campaigns.

Could it be that customers simply don’t care how much data they’re given? Perhaps. Or it could be that consumers have concerns that have nothing to do with how much data they’re allotted.

are you prepared to take the red pill and wake up from the myth of unlimited mobile data plans? http://t.co/ZzdfCWa5R9 (@BGR)

— Autom Tagsa (@autom8) March 12, 2014

Not very “uncarrier”, @JohnLegere: T-Mobile ups the price of “unlimited” data by $10. http://t.co/XpTOFRMpuF

— dwight silverman (@dsilverman) March 8, 2014

Leading wireless carrier Verizon, while at the pricier end of service, has long marketed to potential customers based on their extensive coverage maps. No matter where you are in the United States, you would be able to get their service and it it would be quality service. Quality itself is the second aspect.

Even though data is unlimited and cheap…what difference does it make if the service is largely unreliable and unavailable? The image of lower quality service and limited availability is what certain wireless carriers are fighting.

T-Mobile has seen a drastic increase in subscribers due to marketing directly to consumer concerns and designing plans that address “pain points”.

In the end, the most popular mobile plan service will likely have nothing to do with unlimited data. As T-Mobile is demonstrating with their “Uncarrier” approach, it may be about which plan does more to specifically address customer concerns.

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