Aiming to stand out in what is becoming a highly competitive market, both T-Mobile U.S. (TMUS) and Sprint (S) rolled out revamped plans that include unlimited data this week.

T-Mobile was out of the gate first, announcing Thursday its T-Mobile One plan that gives customers unlimited voice, texting and data beginning at $70 a month for one phone line. The price goes up to $120 for two lines and $140 for three lines. Any additional line after that is $20 extra a month. In the past T-Mobile’s unlimited plans began at $95 a month. 

There is a catch with the unlimited plans. All of the streaming video customers view have to be DVD quality but not higher resolutions and if you use more than 25 gigabytes of data per line each month, T-Mobile may cut your data rates to slower speeds. Customers that want high-definition video have to pay an extra $25 a month. The new plans kick off on Sept. 6, a day before Apple is expected to roll out its iPhone 7.  “The era of the data plan is over,” said John Legere, T-Mobile’s Chief Executive. “The wireless industry will never be the same again.”

Not one to be left out, Sprint’s new unlimited data plan announcement came shortly thereafter. Sprint is slashing the cost for its plan to $60 from $75 a month, giving users access to DVD quality streaming video. The new rate goes into effective today (August 19).

T-Mobile and Sprint have been battling it out for some time as both take on the other wireless carriers in the increasingly saturated U.S. mobile market. Both companies have had to get creative to lure customers away from the likes of Verizon and AT&T. Almost three years ago T-Mobile launched its popular Un-carrier Amped program, aimed at challenging conventional pricing, terms and programs that are the generally accepted practices of wireless carriers. (See, more: T-Mobile's "Un-carrier Amped" Strategy Is More Important than You Think.)

Taking its promotions one step further in June T-Mobile unveiled its “Stock Up” program in which it will offer one share of its stock to existing and new postpaid customers. The shares are free, with customers eligible to get up to 100 T-Mobile shares a year for free for recommending T-Mobile to friends and family.

Sprint has also been behind some unique promotions this year to gain more customers. In early 2016 Sprint launch a new initiative through its Boost Mobile unit in which owners can choose to view advertisements on their display each time they unlock a phone and pay a lower rate each month in return. 

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