The big thing about this from my perspective is that it abolishes roaming. One plan, and you pay the same whether you use it in your home country or anywhere else. I'm not aware that anybody else is offering that, especially not at that price.
As a German living in the UK i currently juggle two SIM cards, and whenever I fly back home I have to mess with the data flatrate there since it's worth activating the monthly flatrate plan even if I just use it for a day. And then I have to make sure that I don't forget to cancel the flatrate when I leave again. Not to mention that this means I have two phone numbers, and I'm not reachable on at least one of them all the time.
As a German living in the UK i currently juggle two SIM cards, and whenever I fly back home I have to mess with the data flatrate there since it's worth activating the monthly flatrate plan even if I just use it for a day. And then I have to make sure that I don't forget to cancel the flatrate when I leave again. Not to mention that this means I have two phone numbers, and I'm not reachable on at least one of them all the time.