AT&T has taken the opportunity to relaunch its existing GoPhone prepaid arm as AT&T Prepaid. For good measure, the second biggest wireless carrier in the United States also introduced a new promotional deal, which basically offers a couple of free months of mobile service to customers who decide to activate and keep the new line on specific qualified plans.
About a couple of weeks ago, retail giant Target may have inadvertently spoiled the GoPhone rebranding by offering airtime refills for AT&T Prepaid, which Target indicated as the new brand name for GoPhone. AT&T has since confirmed this week that it is indeed relaunching GoPhone as the new AT&T Prepaid.
As explained by Bob Bickerstaff, the vice president of wireless voice and prepaid products at AT&T, the new AT&T Prepaid branding is essentially aimed at prepaid mobile users looking for no-contract wireless options that offer convenience. This brand identity is illustrated in the accompanying special offer, which is quite generous.
As for the new promotional deal, those who avail of this special offer get to receive credit for the third and twelfth months. The two qualified plans cost $45 per month (with unlimited voice calls and text messaging, plus 6 gigabytes of high speed data), and $65 per month (with unlimited voice calls, text messaging, and data). For customers who decide to sign up for the Auto Pay feature, they will be given a $5 discount every month.
These plans also come with wireless service in Mexico and Canada. But mobile users need to be aware of the caveats -- data speeds will be capped at 3 mbps, video content streaming will be limited to 15 mbps at standard def quality, and AT&T may choose to throttle connection speeds for customers who go beyond the 22 gigabyte limit in any given billing cycle. Lastly, there will be no support for any tethering.
Few would say that the now defunct GoPhone offering was a head turner -- indeed, many would consider AT&T’s other prepaid brand, Cricket Wireless, as the more visible one. GoPhone had debuted about three decades ago, and thanks to several acquisition deals and merger transactions through the years, it has morphed from McCaw Cellular to AT&T Wireless to Cingular and then to AT&T Mobility. But with a new identity that proudly carries the AT&T brand name, the relaunched version may just have a more decent chance in terms of attracting prospective sign ups in an increasingly competitive prepaid market.
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