T-Mobile 'doubles down' on Simple Choice with more LTE data tethering, unlimited international texting

T-Mobile U.S. is continuing to zag instead of zig with their hyperbolic "uncarrier" strategy and this time they seem to be following the motto of more is more — they're giving more LTE data tethering, and unlimited international texting to anyone on their Simple Choice plan. The always bombastic T-Mobile CEO, John Legere, said:

In the mobile age, wireless data caps and overage fees are just this side of extortion. Take the basic plans from the Big Two with ridiculously low data limits that hit you with fat overages each month. It's like getting your data from the neighborhood loan shark and paying 100 percent interest when the bill comes due. It's the classic shakedown.

Check out the full press release below and then let me know — if you're already on T-Mobile, is the "doubling down" a welcome bonus? And if you're not, anything here tempt you enough to switch?

T-Mobile Doubles Down on Flagship Simple Choice Plan with More 4G LTE Data, Tethering - and Unlimited International Texting

T-Mobile Doubles Down on Flagship Simple Choice Plan with More 4G LTE Data, Tethering - and Unlimited International Texting

Un-carrier's Flagship $50 Simple Choice Plan with Unlimited Data, Talk and Text Now With Double the 4G LTE Data, Double the 4G LTE Tethering, More Roaming Countries, and Unlimited International Texting To Virtually Anywhere - All at No Extra Charge

BELLEVUE, Wash. - March 7, 2014 - In another industry first, T-Mobile US, Inc. (NYSE: TMUS) today announced the company is offering customers more 4G LTE data and tethering and unlimited international texting - at no extra charge. The updates reflect the latest stage in the evolution of T-Mobile's flagship Simple Choice plan, which launched the company's Un-carrier consumer movement last spring. All Simple Choice customers will automatically enjoy the added benefits of these updates without taking any action whatsoever - in another Un-carrier departure from industry norms.

First, in a move to stay out front of Americans' fast-growing demand for mobile data, the company announced it is sweetening the deal for Simple Choice customers already enjoying unlimited data, talk, and text on America's wicked-fast network - now doubling the amount of high-speed 4G LTE data and tethering to 1GB included in the $50 Simple Choice service plan.

"In the mobile age, wireless data caps and overage fees are just this side of extortion," said John Legere, president and CEO of T-Mobile. "Take the basic plans from the Big Two with ridiculously low data limits that hit you with fat overages each month. It's like getting your data from the neighborhood loan shark and paying 100 percent interest when the bill comes due. It's the classic shakedown."

The expansion of Simple Choice to include more of T-Mobile's fastest data and tethering comes as wireless data usage - and tethering laptops and tablets to the web via connected devices - continues to surge. T-Mobile customers use nearly 50 percent more data now than they did just a year ago when Simple Choice first launched, outpacing the industry's growth rate in mobile data usage. And monthly usage on unlimited 4G LTE plans has nearly doubled to over 5GB.

With these updates, Simple Choice customers still start with one line at $50 per month for unlimited data, talk and text on our nationwide network - but will now get a full 1GB of 4G LTE data and tethering - double the previous amounts. Customers can still add a second line for $30 per month and up to three additional lines for $10 per month. Those additional lines also get the extra 4G LTE data with these changes.

As before, Simple Choice customers can always add more 4G LTE data to each of their lines. They can opt for 3GB of 4G LTE data, including tethering, for an additional $10 a month per line (vs. 2.5 GB previously), or 5GB for an extra $20 a month per line. There is a new unlimited 4G LTE option, which now comes with a full 5 GB of tethering, double the previous amount, for an extra $30 per month (vs. an extra $20 previously).

Second, with the new global texting benefits from the U.S. now included in Simple Choice, T-Mobile is the only US wireless carrier to deliver unlimited international texting to virtually anywhere - now from the United States and over 120 countries and destinations around the world - at no extra charge. Unlike with competitors, there is no need to purchase an additional package or special plan to get unlimited global texting and data. It comes automatically with every Simple Choice plan.

And, customers can roam freely in more places. T-Mobile is adding seven additional countries and destinations where postpaid Simple Choice customers enjoy unlimited data and texting while traveling - and low, flat-rate calls for just 20 cents a minute, bringing the total to 122 countries and destinations.

The new benefits will begin immediately on March 23 for customers who choose to run credit and take the postpaid option. For those who prefer not to run credit and opt for prepaid service, unlimited international texting will start on April 26.

Simple Choice customers will automatically get the added benefits of these program updates, so there is no need for existing customers to change anything about their current services or plans. Customers currently with unlimited 4G LTE data will continue to get unlimited 4G LTE data with no change in price, or they can opt for the new unlimited 4G LTE option with twice the tethering.

"In a couple weeks, every single one of our millions of Simple Choice customers will wake up with more value without lifting a finger," said Mike Sievert, Chief Marketing Officer for T-Mobile. "Who does that? We do. Because that's what being the Un-carrier means - giving more to you without asking more from you. I'd love to see our competitors try to follow suit."

Simple Choice Plan Then & Now

Roaming and on-network data allotments differ. Capable device required for LTE; coverage not available in some areas. Stateside international text messages must originate on T-Mobile's U.S. network. International Roaming: Postpaid Simple Choice plan with qualifying credit and capable device required. Standard speeds approx. 128 Kbps; no tethering.

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

  • I really wish Tmo could come to Canada.
  • Still can't stand that somehow your phone transfers some data to your computer, for some reason your carrier should get paid extra, on top of what you paid to get the data to your phone.
  • Always irrititated me. Especially if it is a function that you might only use once a month for a specific trip. Verizon used to allow me to turn on the functionality for that one trip and charged me for the week rather than the month but it was still $6 and change and I only ever used a few Mb of data, it never got into the 100's of MB and I always felt that they should have done what T-Mobile has always done and have the functionality but then use data from the data package. If over used and used up all my data then they could charge me for the next 1GB just like they would but Verizon wanted that money. I moved to T-Mobile, now I wouldn't go back to Verizon. Don't miss their service and certainly don't miss their Customer service and for what I get now it would have cost at the time I switched from Verizon $135+ a month, I'm getting the same for less than $55 a month, no in fact I am getting more since I don't have a contract and I can roam international on 2G data which is more than enough for the odd email or text message. When I was last in the UK it cost me over $900 in data roaming charges. In fact by the end of the 2nd week I had purchased a UK iPhone and sim card because it was cheaper than paying for that data and then at the end of my stay I was able to give the phone to my brother and he is still enjoying that phone.
  • Their coverage map isn't working for me at all, from my iPhone.
  • The new unlimited option is sweet but a little higher than I'd like to see from t-mobile. They should have put the $80 option at $70 and eliminated the $70 option. But I guess they have to make money somewhere right.
  • I heavily relied on my tethering last week in Vegas, the hotel would have took me to the house for wifi. I am happy they're doubling the limits.
  • I had t-mobile a while back and did enjoy everything about their service except the spotty coverage. Now on a prepaid plan on att the coverage is excellent just about everywhere I go, however if t-mobile continues on this path I may just have to return to them. Hopefully the other carriers continue to bleed consumers and are forced to follow suit by this positive pressure. Sent from the iMore App
  • These guys are really being competitive. I love how they are putting the customer in mind to create plans. Sometime you have to step out if the box to be notice. Sent from the iMore App
  • Been very happy with T-Mobile's fast LTE. Never ever going back to ATT and their crummy slow network.