AT&T To Defy "Exploding" offers [telecom]

by Phil Bourget

Cell phone carriers are great at a couple of things [- and] at not much else, usually. First, they are good at having enough towers and bandwidth to (most of the time) let you make a phone call anywhere. Second, they are good at having plans that seem like a good enough price with enough money-for-value in it to be worth it to many customers. And third, they are great at making offers sound like deals, with the former being a limited time thing while the latter is a lasting one. AT&T, however, apparently is being a not-cell phone carrier, by breaking the third one in half, for a limited time.

AT&T is notorious for having a not-so-great set of prices on their data-related plans lately. Being number two in the United States sadly allows them to keep doing it. But as Ralph de la Vega, CEO of AT&T's mobility and enterprise business, says "Those exploding offers

- customers hate them". So, an 'exploding offer' is one that has a benefit, like a doubled amount of allotted data per month, but only for a limited amount of time. T-Mobile has an extra 1.5 GB of data until the onset of 2015. Verizon has a similar 'deal' which includes an extra gigabyte of data for two years, then it's gone. The reasoning behind them is an initial benefit, then during the plan or contract it goes away and the customer is stuck with a sub-par plan. AT&T has plans for its plans, and it includes a data doubling, but it seems to be done right.

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Bill Horne
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