Sprint joins the $99.95 unlimited club, throws in all of the toys

Sprint reacted a bit slowly to the beginning of a wireless price war initiated by Verizon and quickly followed by AT&T and T-Mobile. Announcing a plan that includes unlimited voice, and just about every other service Sprint offers.

The company announced the new plan called “Simply Everything,” which will give customers unlimited voice as well as unlimited data, text, e-mail, Web-surfing, Sprint TV, Sprint Music, GPS Navigation, and push-to-talk service for $99.99 a month. The company made the announcement during its fourth quarter earnings call, in which the company also announced heavy financial and customer losses.

The new pricing plan is available to existing and new customers on both Sprint’s CDMA network as well as its Nextel iDEN network starting on Friday. Current customers will not have to renew or extend their contract to switch to the service.

Sprint is also offering discounts for families subscribing to the high-end rate plan. Families will get a discount of $5 per month on every “Simply Everything” service that is added to the same bill for up to five additional lines. This means that two lines would cost $194.98 or $99.99 plus $94.99. A third line would cost an additional $89.99.(from Cnet)

While Sprint did not dramatically change the pricing landscape, they did directly attack a range of nickel and dime services that are very cheap to deliver making them incredibly profitable for the wireless industry. If nothing else, this will be a good study on how much people really care about all of the add on services.