Sprint today unveiled a new wireless pricing effort the company insists will "end consumer confusion and frustration" by rolling data, voice, SMS service and a device leasing fee all into one $80 monthly rate. According to the Sprint announcement, $60 nets you unlimited voice, SMS and data, and an additional $20 lease any of a number of different available handsets.
There's a few caveats on that whole unlimited data claim, however, with the press release's fine print noting that your speeds may be reduced under certain circumstances:
quote:
*To improve data experience for the majority of users, throughput may be limited, varied or reduced on the network. Streaming video speeds will be limited to 600Kbps at all times, which may impact quality. Sprint may terminate service if off-network roaming usage in a month exceeds: (1) 800 min. or a majority of min.; or (2) 100MB or a majority of KB. Prohibited network use rules apply—see sprint.com/termsandconditions.
Sprint says there's no up front costs or hidden fees with the program beyond the $36 activation fee. However, Sprint is eliminating its $50 (plus $20 device leasing fee) "iPhone for Life" promo, meaning this new plan could be a $10 rate hike for some iPhone users.
"If you went to a restaurant that advertised a cheeseburger for 99-cents, but when you show up, they said it’s an extra $2 for the bun or $1 for lettuce, you would feel misled," proclaims Sprint CEO Marcelo Claure. "Yet, that’s what the industry has been doing with its wireless plans. Why can’t everyone just advertise the full price of both the plan and the smartphone – an All-In plan? That was the idea behind what we’ve created."
The move is part of the company's continued effort to differentiate itself from AT&T, Verizon and T-Mobile, the last of which has of course been grabbing all the meatiest headlines thanks to consumer-friendly policies and its trash-talking CEO. Sprint's also launching a new ad campaign for the "All In" promo starring soccer player David Beckham.