It’s official: Verizon gets dragged kicking and screaming into mobile price war

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Verizon MORE Everything Plans

Verizon MORE Everything Plans

This is probably not how Verizon wanted things to play out. Verizon CEO Lowell McAdam has long crowed about the fact that his carrier “never has and never will lead on price” while also recently declaring that unlimited data plans were a dead end despite being offered by both Sprint and T-Mobile. Now, however, Verizon has been dragged into the price wars after aggressive moves from T-Mobile similarly forced AT&T’s hand. Verizon on Thursday announced its new MORE Everything plans that will cut prices and boost data cap allotments for some customers.

Among other things, Verizon is increasing its 500MB, 1GB and 2GB data cap tiers to 1GB, 2GB and 3GB, respectively, and is doing it automatically and free of charge for existing customers. MORE Everything customers who sign up for Verizon’s Edge early smartphone upgrade program “will also be eligible for $10 off monthly smartphone access for data allowances up to 8 GB, and $20 off monthly smartphone access on plans of 10 GB and higher,” Verizon says.

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