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The
introductory plan, announced on Sunday, will give unlimited data
to customers on smartphones and tablets on its 4G LTE network.
It comes days after competitor Sprint Corp introduced a new
unlimited data plan of its own.
The unlimited option appears to be a change in direction for
Verizon after one of the company's top executives said last
month it was not looking at unlimited products when asked by
analysts whether Verizon needed to be more aggressive in the
market.
"We constantly look at... what's out there. Unlimited is one of
the things that some of our competition has at this point in
time. That's not something we feel the need to do," Matthew
Ellis, Verizon's chief financial officer, told analysts during
an earnings call on Jan. 24.
"But as I say, we continually monitor the market and we will see
where we head in the future," he added.
Verizon's unlimited plan is $80 per month for unlimited data,
talk and text for the first line with paper-free billing and
autopay, and $45 per line for four lines. The company stopped
offering unlimited data plans for most customers in 2011.
(Story corrects pricing in paragraph 6.)
(Reporting by Catherine Ngai and Anjali Athavaley in New York;
Editing by Bill Rigby)
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