T-Mobile USA MVNO Ultra Mobile tomorrow will take the wraps off its new $19 per month service plan with hopes that the new, low price will entice new subscribers to the company's service.
Ultra's $19 service will provide 250 voice minutes, unlimited global SMS (which the carrier said would work on any mobile number in 194 countries), 50 MB of high-speed data and $1.25 toward international calling.
"This is an entry point plan for casual mobile users, and people who want a flex plan where they can buy up the additional services they need on demand," explained a company spokesperson. "We also feel that unlimited global text at this price point is a great deal for people from countries that communicate internationally primarily via SMS."
Additional calling minutes are 2 cents each, and additional high-speed data costs $2.50 for an additional 50 MB, $5 for an additional 250 MB and $10 for an extra 500 MB.
Ultra also announced it will update its branding "to introduce a more vibrant, modern look that better reflects the diversity of our customer base and our goal of providing international services within all mobile plans," the company said. Specifically, the company will update all of its in-store collateral and its website.
Ultra's new $19 per month plan will sit at the bottom of the company's current pricing options, which start at $29 per month for unlimited talk and text and stretch to $59 for unlimited talk, text and 2 GB of high-speed data, as well as global texting and $20 for international calling.
Ultra Mobile--which operates on a bring-your-own-device, SIM-only model--is part of a crowded MVNO market that includes other players like Ting, Jolt Mobile, FreedomPop, Ready SIM and Solavei. Ultra Mobile launched in October with plans at $29, $39 and $49, and has since expanded and tweaked its pricing and offerings. The company is primarily targeted at the 40 million people who live in the United States but were born elsewhere.
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Article updated April 22 to note that the plan will launch April 23.