Not sure it will stick because telcos rarely change their business model so dramatically, and there are the usual gotcahas as CNET points out in graph below, but I was struck at the 3 fairly dramatic components of this T-Mobile announcement to tackle invoice shock, lock in and lack of network portability in industry today:
"Dubbed "Simple Choice," T-Mobile's plan will offer unlimited "everything." There are no data caps, no bill shock, and no hidden fees. Just one rate plan, which will cost $50, $60 or $70, respectively, for varying degrees of service.
You can either pay for your new smartphone at the full price up-front when you start your new plan, or you can pay off the device over time with additional monthly costs. What's different is that you can leave T-Mobile at any time. That said, if you take the latter option, you will can't just jump ship to a rival network — you will have to pay off the rest of the phone's price upon leaving.
T-Mobile will also allow you to effectively bring your own device to the network — giving an entirely different spin on the enterprise buzzterm "BYOD.""
Photo Credit CNET