In its latest ‘Uncarrier Amped’ initiative, T-Mobile US today targeted shared data schemes by unveiling “yet another industry rocking move” to offer up to 10GB of 4G for each user on a family plan at an “unprecedented price”.

And, true to form, John Legere, T-Mobile’s outspoken chief executive, used the announcement to hit out at his rivals, claiming “big carriers offer shared data to trick customers into overpaying or to slam them with overage fees”.

Under the offer, two people can access up to 10GB of 4G LTE data each for a total of $100 a month. Two more people can then be added to the plan to gain access to an additional 10GB of data each, for $20 per person, per month.

T-Mobile US sweetened the deal further by saying the fourth line was available for free if customers sign up or switch to the plan between now through to Labor Day (7 September), meaning a family of four can get 10GB of 4G LTE data each for $120 a month, or $30 a line.

Legere pointed to Verizon’s similar family sharing plan, which gives a family of four access to 10GB of data for $80.

“Why share Verizon’s 10GB with everyone when you can have 10GB of America’s fastest LTE to yourself?” asked Legere. “The catch is, it’s not actually an $80 plan. You can’t actually use any of that data until you pay additional line access fees for data you’ve already bought. When they say $80, they actually charge a family of four at $140. And that’s to share 10GB.”

When comparing the two plans, T-Mobile US claims it will cost a Verizon customer up to $360 to have access to the same amount of data it now offers.

The company said every line available will benefit from no annual service contracts, no overages, and following on from its “Mobile Without Borders” announcement last week, roaming for Mexico and Canada is included in the plans at no extra cost.

T-Mobile US is embarking on an aggressive campaign designed to build on some of the changes it has attempted to make in the wireless space over the last two years, and build on its “Uncarrier” image.

It kicked off the campaign by offering customers the chance to upgrade their handsets up to three times as a year, free of change.