For families, Simply Everything includes an incremental $5 discount for each incremental line, up to five lines on the same bill. For example, two lines would amount to $194.98 ($99.99 + $94.99); a third line would cost an additional $89.99. This is in sharp contrast to the multi-line unlimited rates offered by some competitors. The Sprint plan offers significant savings the more lines a customer adds.

The move to unlimited pricing that includes data signifies a turning point for the wireless industry. Nationally accepted measures of voice quality now show very little, if any, difference among the top wireless providers.

“All major carriers have good voice networks,” Hesse said. “Our network is about more than voice and more than just being the largest wireless data network. It is about allowing customers to connect with people, information and entertainment. It is about simplicity, usability and real value. The $99.99 Simply Everything plan eliminates overage surprises and provides a worry-free environment.

“Our investments in innovation and speed are becoming the new areas of differentiation. These are the areas where we perform best and where we can deliver a wireless advantage for our customers.”