AT&T has launched Build-A-Plan, an initiative that gives customers the ability to personalize their mobile plans more significantly.
Build-A-Plan starts at $15 per month and allows customers to adjust their plan on an ongoing basis to meet their budget, lifestyle, and connectivity needs, according to the press release.
The base $15 plan features unlimited talk and text and 1 GB of data. Customers can add more data every month: 5 GB for $5, 15 GB for $10, unlimited data with SD streaming for $20, or unlimited data with UHD streaming for $35.
The base plan includes no hotspot, though hotspot data can be added for an additional monthly charge: 5 GB for $5, 25 GB for $15, or 50 GB for $20. Hotspot data cannot exceed the selected data plan.
“Customers want plans that fit their lives. Other carriers offer structured, one-size-fits-all plans bundled with extra services that customers aren’t asking for while calling it ‘savings,’” said Jenifer Robertson, AT&T Consumer’s executive vice president and general manager, in a press release. “By giving our customers the freedom to tailor their wireless service month to month, we are giving them an affordable way to connect to America’s largest wireless network and still control their budget. It is a win-win.”
Wireless services are becoming a commodity as providers proliferate and compete for market share. For instance, Breezeline launched a mobile service within its video and broadband footprint last May. Breezeline Mobile initially was available in New Hampshire, Connecticut, Pennsylvania, West Virginia, Ohio, Virginia, and other markets.
In November, TDS Telecom announced the widespread availability of TDS Mobile, which it said is a nationwide 5G network. Prices for the new service start at $13.95 per month for the by-the-gig version and $29.95 per month for the unlimited offering.
The service is a nationwide mobile virtual network operator (MVNO) service between TDS and the National Content & Technology Cooperative (NCTC).
