T-Mobile isn't a fan of the concept of shared data plans, soon to be rolled out by both Verizon and AT&T. In a post at the company's Issues & Insights Blog, VP of marketing Andrew Sherrard says that consumers do not want, nor would they benefit from a 'one size fits all' family data plan model. "Do families really want to keep track of each others’ data consumption? We don’t think so," he says. "Just imagine mom’s email is suddenly unavailable because her teenage son watched an HD movie on his phone, consuming the family’s data allotment."

According to Sherrard, T-Mobile is sticking by the belief that family members are better served by individual data packages. He also uses the opportunity to highlight that T-Mobile doesn't levy customers with overage charges for exceeding their monthly data allotment, instead relying on throttling to minimize excessive usage. Sherrard also touts hotspot functionality that can be enabled on a number of Android handsets to extend connectivity options, though doesn't mention the carrier's newly stricter policy on charging customers for the luxury.

T-Mobile has been stepping up its rhetoric of late with a revamped advertising strategy that doesn't shy away from taking direct aim at the competition. Of course, with a product lineup that lacks Apple's massively popular iPad, the number four carrier in the US likely isn't feeling the same pressure as AT&T and Verizon to simplify its data packages.