Two months after launching, MNVO Amp’d Mobile has retooled its rate plans, cutting included unlimited night and weekend minutes, as well as mobile-to-mobile calling, from its packages and replacing those features with more anytime minutes.
The company did not return phone calls regarding the changes.
Current Analysis Inc.’s senior analyst for wireless services, Weston Henderek, noted the MVNO also has raised the cost of incoming a la carte text messages from 2 cents to 10 cents per message. It still offers unlimited off-peak minutes for an extra $7 per month, Henderek said.
Each Amp’d Mobile rate plan now costs approximately $10 per month more than it did when the MVNO launched in January.
“Despite a strong promotion that gives new customers on plans $50 and above unlimited calling for the first three months, Amp’d has taken a step backwards with its new voice plan rate structure,” said Henderek. “Unlimited night and weekend minutes especially are a feature that has become increasingly standard in the industry and is expected as part of a total wireless package from new customers.”
Henderek explained that because Amp’d does not yet have a retail presence, it needs to more aggressive on its voice pricing so it can push subscriber growth. At the very least, he said, Amp’d should bring back unlimited night and weekend calling to all its plans, without changing the price, because those are services customers expect from all carriers.
Amp’d Mobile targets the young professional and youth markets with customizable multimedia services, using the Verizon Wireless EV-DO network.
Amp’d Mobile www.amp’d.com
Current Analysis Inc. www.curretanalysis.com
