While bigger carriers are announcing price increases on some wireless plans, UScellular took a different route in offering “any phone, any brand for free” to new and current customers. The offer started Thursday.
“We value all of our customers, and we want to provide them the flexibility and choice they deserve,” said Eric Jagher, senior vice president and chief marketing officer at UScellular, in a press release. “This is our way of honoring the wishes of our current customers while welcoming new customers to the first-class experience they will have at UScellular.”
UScellular has been losing customers on a steady basis. Last quarter, it reported net losses of 44,000 postpaid subscribers. That was on top of losing 12,000 in the usually busy fourth quarter. The operator currently serves over 4 million postpaid customers.
Around the same time it released fourth-quarter results, UScellular announced that all of its plans – postpaid, prepaid, Home Internet and Business – would be price protected through 2023.
“Whether they’re a new or current customer, UScellular guarantees to not raise a customer’s rate plan price, no matter what plan they are on through at least the end of 2023,” the operator stated on Thursday.
Of course, there’s an asterisk to the offer. UScellular said the deal requires a smartphone purchase via 36-month installment contract, postpaid service plan and paperless billing. In addition: “Paid via 36 monthly bill credits. Credit varies. Trade-in may be required. Offer not valid in WA, OR, and CA or online in KS, OK, and TX. Taxes, fees and additional terms apply.”
Amid the slew of price plan changes – including price increases on the part of AT&T and Verizon and steep discounts by the likes of MVNO Mint Mobile – Wave7 Research principal Jeff Moore said UScellular’s announcement struck him as the start of a “wireless megatrend” in terms of the “best pricing for all” deals where new and existing customers get the same offer.
“AT&T started it in October 2020… AT&T’s results have been excellent, so it’s looking like that’s working out for AT&T,” he said. Wave7 also has reported “best deals for all” at Carolina West Wireless and C Spire.
“I think it is a positive thing for UScellular and for carriers that are adopting it,” Moore told Fierce.
Verizon has been running promos along the “best deals for all” line, and it’s unclear if those are going to stick. A Verizon spokesperson declined to comment on that to Fierce.
“I don’t know that this is a permanent change,” Moore said, noting Verizon made similar offers in 2021, so it looks like a limited time offer. T-Mobile also hasn’t committed, from what he’s seen.