Price competition among the nation’s wireless carriers intensified on Monday as market leaders Verizon and AT&T both announced plans to cut rates for their unlimited calling plans from $100 to $70 monthly. According to Verizon Wireless CEO Lowell McAdam, the move “brings us into a reasonable competitive range with the numerous all-you-can-eat competitors out there” that include Sprint Nextel, T-Mobile USA and smaller rivals Leap Wireless and MetroPCS, which both offer pre-paid, unlimited call plans at a rate of $50 per month. In addition to slashing unlimited call rates for individual users, Verizon and AT&T are also introducing two-line family voice plans that provide unlimited calls for $120 monthly. Users of the iPhone, Blackberry, Android and similar smart phones will pay $100 per month for unlimited voice calls and data transfers, with unlimited text messaging to cost $20 extra. Anticipating higher rates of data usage as carriers prepare for the introduction of fourth-generation wireless networks, Verizon and AT&T said they would require subscribers with mid- or high-tier mobile phones to sign up for data plans. Voicing expectations that the new price structure “will drive higher penetration of data services,” McAdam said the change will result in slightly higher revenues for Verizon despite the loss of earnings from voice services.