We all know that every phone provider has relatively similar packages, and that the more data you want on your plan, the more talk & text you get as well in the package. For a lot of people, the talk & text is far less of a need, and all we really want is more data, but not have to pay through the roof for it.
Solution? Provide some more flexible packages where you can choose to upgrade either the data or the talk & text to the degree you want, and get cheaper rates for it.
So let's say I have the $35 lightweight plan, and I don't need more than 200 minutes, but I would like to have 1GB (or more) of data. Allow me to increase my data but not my other features, so that I could have a 1GB data plan that's under $60. Or vise versa, that I could choose unlimited minutes, but only have 300MB of data, in a plan that's less than $60. This way you could have a $40-$50 plan that would allow you to toggle the amount of minutes-to-data ratio that you would like, depending if you are a heavier phone user or a heavier data user.