Unlimited data has been one of Sprint’s hallmarks, in good times and bad.
Even as rivals abandoned them in favor of pay-per-gigabyte plans, all-you-can-eat plans remained a signature of the Dan Hesse era; new Sprint CEO Marcelo Claure has also championed unlimited data as part of the lower-cost plans he has introduced since assuming the helm last year.
However, speaking at Code Conference Wednesday, he acknowledged that unlimited data may not be around much longer. Claure said that as part of a wave of much-needed network improvements, Sprint may have to either hike prices or do away with such plans, especially if consumers start watching lots of video over the network.
This article originally appeared on Recode.net.