AT&T is responding to increased pressure from rivals by unveiling a new family subscription plan with major benefits to generate interest from consumers.
Of note, an AT&T subscription with four subscribers will cost $160 per month and include unlimited voice, unlimited text, and 10GB of shared data. The plan begins at $130 per month for two smartphones in the family, and each additional line costs $15.
The new AT&T plan officially launches on Sunday. The company recently added 566,000 paid subscribers during Q4 2013.
There is increased competition in the U.S. wireless subscription market, as AT&T, T-Mobile, Verizon Wireless, and Sprint fight for subscribers. AT&T is the No. 2 wireless carrier in the U.S., but has suffered against No. 1 Verizon and No. 4 T-Mobile - and each company has made purchase incentives available to customers.