Sprint CEO Dan Hesse told a crowd of Wall Street investors the wireless provider could drop unlimited wireless pricing if the costs to deliver it begin to upset shareholders.

“We are watching very closely,” Hesse said during a Goldman Sachs-sponsored conference.

“Clearly, I’m not ruling out metered [price packages],” he said. “But customers value simplicity.”

While Hesse stressed the company had no immediate plans to drop its “Simply Everything” plans, it does acknowledge a small percentage of its customers are using enough of Sprint’s network to cost the company more than it earns from its heavy users.

But Hesse argued the marketing benefits of unlimited service may have brought the number three wireless carrier more business (and revenue) than it loses.  Sprint has been trying to recapture a stronger position in the wireless market lost after years of notoriously poor customer service and reduced coverage areas.

Most customers who left Sprint switched to AT&T or Verizon Wireless.  Both of its larger competitors have been seeking to impose more usage limits on its customers, especially for data.  Sprint hopes to win some of them back, but Hesse admits the company still has a long way to go to improve customer numbers.