I get the feeling that T-Mobile CEO John Legere really dislikes AT&T. The guy pretty much gets out of bed ready to go to war with competitors. A new 4-line 10GB LTE plan for $100 may be the weapon T-Mobile has searched for.

It should be noted that the 10GB is not a traditional share plan. It’s 2.5 GB of LTE for each. That may or may not be a good thing depending on your family dynamics. The plan comes with unlimited text and minutes, roaming data and the Music Freedom package.

If you go over the data allotted in your plan, it doesn’t cut you off. Instead, T-mobile throttles the speed. No overages, just slower speed. This $100 plan is a definite shot at every major carrier. Similar plans start at $160 versus $100. T-Mobile gleefully made a chart available to all to show the difference. If the glaring chart wasn’t enough, you always have the outspoken John Legere.

new t-mobile family data plan

In his post this morning, he slams competitors and builds up his company’s narrative.

I had to laugh.

Leaving my office last week, I pulled alongside a bus covered with yet another ad for AT&T’s “Best-Ever Pricing” for families. These ads are everywhere. AT&T’s sinking some serious dough into marketing their latest-greatest family pricing, which strikes me as funny. Because their deal is no deal at all, and next to T-Mobile’s Simple Choice Family Plan, AT&T’s “Best-Ever Pricing for Families” is a joke.

When I pulled up to that ad, I also knew we were about to blow AT&T’s “Best-Ever” completely out of the water. Because starting July 30 through September, a family of four can get up to10 GB of LTE data – 2.5 GB each – until 2016 on America’s fastest nationwide LTE network with all the Un-carrier benefits for just $100 a month on T-Mobile.

So, here’s the math: AT&T’s “Best-Ever Pricing” four lines for $160 vs four lines for $100 with T-Mobile—with unlimited talk, text, and data plus up to 10 GB of LTE data on our data-strong network. Plus, their “Best-Ever” deal comes with a boatload of crap – domestic overages, international roaming fees, hidden device subsidy costs, and on and on.

It doesn’t take a genius, right? That’s $60 in your wallet every month for a family of four —or $1,440 over two years. What would your family or small business do with those savings?

It infuriates me that they’re selling this to hardworking families who could use that money for more important things. And they have the nerve to call it “Best-Ever Pricing.” I just couldn’t stand by without speaking up and calling them on their BS.

So, I asked my team for this breakdown below that spells it out in black and white. Yes, AT&T’s “Best-Ever” ploy is terrible, but Big Red and the Framily aren’t any better.

You have to hand it to the guy, he doesn’t pull punches. He knows T-Mobile is the underdog, and he relishes the idea that he is the David of the wireless world taking on the Goliaths. Your move AT&T and Verizon. As for Sprint, yeah, you’re not dreamin’.

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