Verizon Communications Inc said on Tuesday that it was introducing a cheaper unlimited mobile data plan with some limits as it tries to lure customers away from rival wireless carriers. "While entry-level pricing appears more competitive, the changes more likely reflect the impact current plans are having on Verizon's network," Mike McCormack, an analyst at Jefferies, said in a note. Verizon has been competing for customers with smaller rivals T-Mobile US Inc and Sprint Corp in a saturated U.S. market for wireless service as most consumers already have cell phones.