AT&T is offering unlimited data...if you sign up for wireless and DIRECTV.
AT&T is offering unlimited data...if you sign up for wireless and DIRECTV. - 
Listen To The Story
Marketplace

AT&T is doing something it hasn’t in years: offering new unlimited wireless data plans. Starting Tuesday, they’re available for customers who sign up for wireless and DIRECTV, the satellite company AT&T bought for $49 billion in 2015.

Unlimited data plans are much harder to find these days, which is why AT&T thinks its new offer is tasty enough bait to get people’s attention. A key target is the 36 million homes that have AT&T wireless or DIRECTV, but not both. Wall Street loves cross-selling, because when it’s done right, it’s an efficient way to wring more money out of customers.

But despite a big carrier bringing back an unlimited plan for certain new customers, analysts don’t expect the industry to go back to the days when unlimited data plans were widespread. Americans are using more data than ever, and companies want to make them pay accordingly.

“I think the best compliment I can give is not to say how much your programs have taught me (a ton), but how much Marketplace has motivated me to go out and teach myself.” – Michael in Arlington, VA

As a nonprofit news organization, what matters to us is the same thing that matters to you: being a source for trustworthy, independent news that makes people smarter about business and the economy. So if Marketplace has helped you understand the economy better, make more informed financial decisions or just encouraged you to think differently, we’re asking you to give a little something back.

Become a Marketplace Investor today – in whatever amount is right for you – and keep public service journalism strong. We’re grateful for your support.

Follow Mark Garrison at @GarrisonMark