What Does “Unlimited” Mean?

By: Juan March 14th, 2011

Sprint Press Release:

“Sprint aims to set the record straight on what “unlimited” means in a new TV ad that once again features CEO Dan Hesse.

Building on previous successful campaigns featuring Hesse, the Sprint CEO appears for the 10th time in a TV spot that reinforces simplicity, value and Sprint’s commitment to the customer experience. The new advertisement highlights that Sprint customers on Simply Everything® data plans don’t have to worry about surprises on their monthly bills due to data overage charges on phones like they might with AT&T’s tiered data plans. Nor do they have to limit their data usage on phones to avoid throttling, like they might with Verizon’s new policy of slowing down speeds for heavy users or T-Mobile’s policy of limiting speeds once customers reach 5 GB of data usage.


In the ad Hesse says: “The other day, I looked up the word unlimited in the dictionary. Nowhere in the definition did I see words like metering, overage, or throttling, which is code for slowing you down. Only Sprint gives you true unlimited calling, texting, surfing, TV and navigation on all phones.”

He concludes with the question: “Why limit yourself?”

“Some of our competitors continually attempt to create confusion in the mind of the consumer by talking about ‘unlimited’ plans that are not truly unlimited on their networks,” said Bill Morgan, Sprint senior vice president-Corporate Marketing. “If you have to worry about additional charges appearing on your bill based on usage, that’s not an unlimited plan. We chose to use Mr. Hesse to deliver that message because he’s become a trusted voice.”

Sprint’s Simply Everything Plan offers more value and simplicity than other wireless carriers, and is the only plan from a national carrier to offer true unlimited service while on the Sprint network for every phone without the worry of throttling or overage. The Simply Everything Plan delivers unlimited calling, text and Web, including email, social networking, GPS navigation, TV and radio while on the Sprint 3G and 4G networks for $99.99 per month, plus a required $10 Premium Data add-on charge for smartphones.”

Filed Under: Sprint News


11 Responses to “What Does “Unlimited” Mean?”

  1. lenny_go on March 14th, 2011 1:20 pm

    That’s a little disingenuous. Or has Sprint dropped the 5GB “soft cap” without my knowledge? And isn’t there a 750MB “soft cap” on data roaming?

  2. ClearTech on March 14th, 2011 5:13 pm

    Note he said “phones”

  3. nextohel on March 14th, 2011 5:36 pm

    “plus a required $10 Premium Data add-on charge for smartphones.” Talk about double talk!

  4. GallagherPreach on March 15th, 2011 10:44 am

    Excellent! I love the fact Sprint keeps unlimited meaning unlimited!

  5. Jetset2u on March 15th, 2011 2:01 pm

    Although, if it were truly “unlimited”, wouldn’t a mobile hotspot app be free instead of being a $30 charge extra per month to your monthly billing plan?

  6. Kaffeguy on March 15th, 2011 2:01 pm

    Yes, unlimited means exactly no limits. I’m glad that Sprint is the only company that has made this commitment. Yes, Mr. Hesse has become a trusted voice when we talk about the wireless industry. We have made the association of Sprint with Hesse. We are seeing Sprint become better as time passes since Mr. Hesse became Sprint’s CEO. In my opinnion he has been the influence that Sprint has lacked. I beleive that in several years Sprint will be the #2 if not tied with the “Big Red”.

  7. Raech on March 15th, 2011 5:02 pm

    Well heck it would have been nice to be notified this changed. They sent me an email then verified when I called on the phone back when they put a 5 GB cap on our plans. I don’t trust that this won’t change back when he feels like it.

  8. Jason on March 17th, 2011 7:02 pm

    The problem with this is that “everything Data” used to mean unlimited data. Now, if you want to use a smartphone, you have to pay a $10/month “Premium Data add-on”. So, if I want to upgrade my “old” smartphone to a 1-year newer one, I also have to increase my bill by $10 to have essentially the same plan and data usage. Thank you Sprint, for making me think twice about upgrading and saving me the $200 for a new phone. Next year when my contract expires, I think I’ll be looking at Verizon.

  9. gigi1957 on March 22nd, 2011 8:59 am

    Mr. Hesse should visit Muskegon, MI and attempt to use a Sprint phone.

  10. hjm on September 2nd, 2011 6:45 pm

    I just want to say that there is no need to have a hissy fit over $10. It’s not even that much and some of you are acting like its your whole paycheck going into your phone bill. I never had an issue with paying $80 for unlimited everything. My high speed never slowed down the more I used my phone like T-Mobile does (SUPER slow after you reach the amount of gigs you pay for). I got to send as many texts as I wanted, never had to worry about going over my minutes, or anything. I don’t see anything wrong with a phone company that gives you an actual unlimited plan. Everywhere else only give you up to so many gigs of data and that’s it. Once you’re out for the month you are screwed. My boyfriend is actually arguing with T-Mobile right now because he paid his bill, his minutes and texts all reset but for some reason his data never did. He hit 5 gigs four days ago, upped to the 10 gig plan (which somehow got all used up in 3 days) and now has to wait till the end of the month to have it reset back to zero. Seems like a huge hassle to me. Why would anyone want to put themselves through all that when you can pay a lot less money with Sprint and not have to worry about anything? Just a thought…

  11. Kevin 23 on December 7th, 2012 9:27 am

    i dont like that they are charging a bit more for some smartfones with 4g lte if there still isnt LTE in all states >.<

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