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New Sprint CEO Marcelo Claure is on a roll. Just a few days after unveiling new family share plan pricing, now the company is undercutting the competition on unlimited data.

The new plan, available starting Friday, gives new and existing Sprint customers unlimited talk, text and data for $60 per month. To qualify, customers must purchase their device through Sprint Easy Pay, pay full retail price or bring their own compatible device.

On Monday, Claure announced a new family plan, also available Friday, that can include up to 10 lines with 20 gigabytes of shared data and unlimited talk and text for $100 a month under a promotion through 2015.

The new unlimited plan runs $20 less per month than T-Mobile's current unlimited data plan, Sprint's announcement notes.

"With the new Sprint Family Share pack and now the Sprint $60 Unlimited Plan, Sprint is giving consumers what they want: choice, simplicity and value," Claure said in a statement.

Claure, who replaced Dan Hesse as CEO of the third-largest wireless company in the U.S. earlier this month has said that reducing prices is among his priorities as he takes on competitors Verizon, AT&T and T-Mobile in the U.S.

Sprint's parent company SoftBank had sought a merger with T-Mobile, the fourth largest wireless carrier in the U.S., but gave that up because of challenging regulatory hurdles.

Under Sprint's current pricing a customer could pay as much as $75 for unlimited monthly service or $80 under older, but still active plans.

The new plans aim to make it easier for customers and easier for them to compare Sprint's pricing with that of the competition, said the company's chief marketing officer Jeff Hallock.

"People are using more and more data every day and there is a part of the market that is looking for peace of mind saying, 'I'm going to pay one fee and I can use what I need to use and do all I need to do whenever I need to do it'," Hallock said. "It's as easy as it can be."

Follow Mike Snider on Twitter: @MikeSnider

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