Not content to let T-Mobile hog all the revolutionary pricing moves again in 2014, AT&T is touting its “best-ever pricing” in its latest wireless plan change. The second-largest wireless carrier has announced a $15 price dip in its 2GB Mobile Share Value Plan.

Until now, AT&T’s 2GB plan cost $55 at the baseline. On Sunday, the company slashed the cost to $40, making it more competitive with lower-tier competitors like T-Mobile. Consumers can add other devices to their Mobile Share Value Plans for $25 per smartphone.

AT&T’s Mobile Share Value Plans come with no strings attached. In other words, there’s a no annual service contract option. The plans offer unlimited talk and text, including unlimited messaging from the U.S. to countries around the world. AT&T is also sweetening the pot with 50GB of free cloud Relevant Products/Services storage in what’s called the AT&T Locker.

Writing Is On the Wall

We caught up Jeff Kagan, an independent technology analyst, to get his take on the latest in the mobile price wars. He told us AT&T is clearly continuing its evolution.

“Trends in the wireless industry continue to grow and change and AT&T is sticking with those trends -- and in fact driving them,” Kagan said. “AT&T customers had the choice of two plans until today. A 1 GB plan costing $45 per month, and a 2GB plan costing $55.”

In his analysis, Kagan noted that this is a significant savings in that it gives consumers more data Relevant Products/Services at a lower cost. Although the concept has not spread far and wide across the industry yet, he boldly predicted this is the direction the wireless industry is headed. The writing, he said, is on the wall.

Next, Natural Step

Of course, this is a plan that’s offered -- not a paradigm to which all customers are automatically transitioned. If customers don’t pick up the phone and call AT&T, they will not get the new pricing. Still, Kagan thinks customers are likely to pick up the phone and call.

“I think this kind of change will resonate with customers,” Kagan said. “This is not the first change. AT&T has made regular changes and additions to this program. And I don’t think they are done yet. I see many of these kind of changes occurring going forward.”