The announcement means T-mobile's customers won't have to pay for
any data beyond the limit they sign up for. Customers who hit their
data limit will have their speed slowed down to 2G until they buy
another data bucket.
"Today I'm laying down a challenge to AT&T, Verizon and Sprint to
join T-Mobile in ending these outrageous overage penalties for all
consumers — because it's the right thing to do," T-Mobile Chief
Executive John Legere said in a statement.
It was the latest in a series of marketing salvos fired by the No. 4
U.S. telecoms operator across rivals' bows. Legere's prior efforts
to redefine the cellular pricing model helped the company turn the
corner in 2013 after four years of steadily losing customers,
through a combination of marketing savvy and well-publicized
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In January, T-Mobile, which is 67 percent owned by Deutsche Telekom
<DTEGn.DE>, launched a website where rivals' customers can write
breakup letters to their carriers and offered to pay up to $350 in
termination fees per line for users to switch carriers.
(Reporting by Marina Lopes; editing by Jonathan Oatis)
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