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AT&T will fight for its high-flying and paying customers by increasing several amenities in its Unlimited Elite service plan and its International Day Pass for travel data needs. These upgrades bring the operator into line with what T-Mobile offers its leading subscribers.
With the new billing cycles starting this week, Unlimited Elite customers will no longer have a high-speed data cap, meaning they won’t be limited by how much data they use – that cap. was previously set at 100 GB.
Mobile hotspot allocations are also increased from 30GB to 40GB, and the resolution limit for cellular streaming video is increased from 1080p to 4K. AT&T also promotes its free ActiveArmor security features, including identity monitoring and secure browsing through the AT&T Mobile Security app.
These features appear intended to bridge the gap between Unlimited Elite and T-Mobile’s equivalent plan, Magenta MAX (indeed, T-Mobile PR is circulating a predictably brash statement in response to these changes). While T-Mobile provides a free Netflix Standard plan for MAX accounts – which allows for up to two simultaneous streams in HD resolution – AT&T has advantages in owning HBO Max (at least until its WarnerMedia unit is transferred to Discovery in the course of 2022) by being able to provide free up to 4K streams to each Elite subscriber. Of course, the quality of the network and your liking for content catalogs can also be taken into account when deciding what is the best value for money here, but these are up for debate elsewhere.
All of this, however, comes down to attracting a clientele who can and want to afford all of these luxuries. AT&T Unlimited Elite costs $ 85 per month for one line and $ 200 per month on four lines. T-Mobile’s Magenta MAX costs the same price for a single user, but only $ 170 per month with four lines.
Ma Bell is also reforming and improving its International Day Pass program which it introduced in 2017. Previously, travelers had to purchase a pass to get unlimited broadband data, voice and SMS in any of 210 destinations supported for $ 10 per person. line per day.
From now on, the costs will be capped: additional lines on the same account can go global for an additional $ 5 per line per day. Additionally, account holders will not be billed for more than 10 days of international usage per line in each monthly cycle, but will retain all of their benefits throughout. For those who want to keep their national number overseas, that means it won’t cost more than $ 100 per month on top of their current bill.
The International Day Pass will now also be applied automatically when a customer crosses borders, avoiding the need to prepay.
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