In the current price war among US wireless carriers, T-Mobile’s latest burst has led to a reduction in the price of its unlimited shared data plan to $100 a month, thereby making it a 29 percent reduction. T-Mobile announced on its website this Monday that it has decided to offer unlimited calling, text and 4G LTE data for two lines on its new Simple Choice plan for a price of $100 a month, Customers can hang on up to eight extra lines for $40 for each line.

T-Mobile’s move is seen as a respite for users who constantly feel harassed with the confusion and complexity of the carriers’ shared data plans because of punishing overage penalties unless you police your own family’s data usage or up your data bucket and spend more every month. Along with this move, T-Mobile has also confirmed that it is resurrecting a promotion that offered a family of four 10GB of 4G LTE data for $100. Like the previous promotion, which T-Mobile began in October, customers will receive 2.5GB per line of data until 2016, when the plan switches to 1GB per line.

These aggressive moves in a continuous pattern are part of a cut-throat effort by the carriers to win new customers and retain the existing ones. T-Mobile’s Uncarrier campaign and the CEO John Legere’s bold attitude has helped in winning over consumers and driving its turnaround, which together has led to the addition of 2.3 million new customers to the group in the last quarter. Cutting the price of its unlimited shared data plans will further benefit the organization and help it scale up its reach to the customers.