C Spire Wireless Customer Embrace New Personalized Choice Voice and Data Service Plans

Carrier Experiences Positive Customer Reaction to New Plans, 

While Continuing to Eliminate Worries and Uncertainty about Usage Limitations

Ridgeland, Miss. (Dec. 7, 2011) – C Spire Wireless customers are responding positively to the company’s new industry-leading suite of personalized individual and family voice and data plans that allow for unprecedented choice and flexibility.

The nation’s first and only wireless provider to introduce personalized wireless services includes 30 minutes of free streaming a month for all Choice D voice and data plans – offering customers an easy, simple method to use their wireless phone how, when and where they want without worrying about limitations.  The company also has introduced three new Choice D+ plans that offer consumers the only truly infinite data services.    

With personalized options built around customers’ wireless needs, C Spire offers a variety of individual, family and business monthly rate plans that give users the freedom and flexibility to use their phone how and when they want along with continued access to infinite voice and data.

“Customers like the choice, flexibility and freedom to design voice and data plans to meet their unique personal wireless needs,” said Kevin Hankins, chief operating officer for C Spire Wireless, citing recent trends with new plan selections and comments from customers on the company’s Circle engagement forum and blog.

Hankins said customers are choosing the $70 a month Choice D Infinite voice and data plan, which includes infinite voice minutes and text, mobile web, picture messaging and 30 streaming minutes, on nearly half of all new activations. “We’re taking the guess work out of wireless by letting customers choose up front what they want to use and how much they want to pay,” he added.

C Spire conducted extensive industry-wide research and sought input and feedback from consumers in developing its suite of individual, family and business voice and data plans, Hankins said. “These ground-breaking plans help us deliver on our promise to offer a variety of personalization options and experiences,” he added.  “Now customers get the ultimate in personalization through the ability to choose up front the plan they want and the price that best fits their personal budget along with the flexibility and freedom of infinite ‘everything’ plans.”

Choice Plans Personalized for You

The Choice plan structure is an industry first, allowing C Spire customers the flexibility to personalize their plan based on their personal needs.  “We’re staying true to offering fair and easy-to-manage plans that are created with our customers in mind,” Hankins said. “Customers will choose their personalized plan features up front and know their monthly bill in advance, giving them unmatched value and the freedom to use their phones without worry.” 

C Spire’s Choice D smartphone plans range from $50 to $70 a month for nationwide voice, infinite messaging (text and pictures) and mobile web.  The new Choice D+ plans, which range from $80 to $100 a month, include infinite streaming in addition to the other features.  Family plans are also available with similar features and personalized options. 

C Spire’s Streaming Feature vs. Tiered Data

C Spire’s new plan structure is an industry-first, where customers are offered options and choices to manage streaming as a separate feature. The company used this structure instead of going to tiered data like other carriers have done so its customers can control and personalize their plans based on their streaming needs, as well as eliminate any data overages, according to Hankins.

“Streaming is now a significant use of network data capacity and resources, but only by a small percentage of customers,” Hankins said.  “So it makes sense and is fair for plans to be based on what customers actually use.  Ultimately, our new Choice plans are designed so that our customers are in complete control.  They can choose the plan that gives them infinite access to everything or look at how they really use their phone and pay for exactly what they need.”

C Spire’s approach in dealing with the streaming data challenge is a positive step for the wireless carrier, according to Tavis McCourt, managing director and senior communications technology analyst with Morgan Keegan & Co., Inc. 

“C Spire has not only maintained unlimited data, but expanded the number of plans and choices for customers,” McCourt said.  “Their new data policies represent an innovative, fair and sensible approach that balances the increased resource demands placed on their network with the popularity and predictability of unlimited data plans for consumer and business customers.”

Value Comparison 

C Spire’s new Choice D+ plan with infinite text, mobile web, picture messaging and streaming is $100 – lower than any of the major competing wireless carriers, including AT&T, Verizon, Sprint and T-Mobile, and the only plan that offers true infinite data and personalized services.  In addition, AT&T and Verizon no longer offer unlimited data plans for new customers, Sprint charges data roaming fees off their network and T-Mobile throttles data speeds after reaching 10 GB of data usage. (See chart below)

C Spire Infinite Everything Plan vs. Major Competitors  

Plus, all Choice D plans will include 30 minutes of streaming and offer even more competitive pricing and all Choice D+ plans will include infinite streaming, ensuring that customers will be able to stream video, music and more without worry about overages or bill surprises.

“We’ve always believed that customers shouldn’t have to think twice about using their phones. That’s why we’ve introduced individual and family plans that offer users access to unlimited or - as we like to refer to it – infinite data,” Hankins said.

Recent consumer research supports the company’s new focus on personalized wireless services, according to Hankins.  A November 2010 survey by Wall Street research firm Sanford Bernstein of 800 users revealed that consumers dislike usage-based or tiered data pricing because it creates uncertainty for them.  The study also suggests that if forced to take a tiered data plan in lieu of an unlimited plan, a large proportion of consumers would switch wireless carriers even if it meant buying a new phone or paying a premium on a different carrier for an unlimited plan.

Hankins said a July 2011 Gadgetology study of 1,000 users by consumer research firm Retrevo indicated that the specter of costly overage charges from their wireless providers is at the forefront of most consumer concerns when selecting wireless data plans.  “Because C Spire voice and data plans offer a wide variety of personalization options and choices, customers are assured of getting an optimal experience and the right set of options that best meets their needs,” he said.

C Spire is Personalizing the Wireless Experience

Personalized wireless at C Spire is a combination of a number of different services, systems and programs that combine to offer an unmatched wireless experience that directly reflects and serves each customer’s unique needs.  Customers will see this unique personalization in apps and content that fit who they are, services that anticipate their needs, and rewards they’ll get just for using their phone in new ways.

A few examples of C Spire’s industry-first personalized wireless services include Percs, the company’s industry-first rewards program that rewards customers just for being a loyal customer or using their devices in new ways.  C Spire’s Scout tool creates a fully-personalized app experience by getting to know each consumer in a more intimate way and by providing app recommendations that match their interests and needs.  Additionally, C Spire’s Circle engages consumers in a two-way conversation and listens to what they have to say through online panels, focus groups, user generated initiatives and more allowing the company to personalize its customers’ experiences even further.

For more information about C Spire Wireless, its products, personalized wireless services and Choice voice and data plans, visit www.cspire.com.

About C Spire Wireless

C Spire Wireless is a diversified wireless communications company passionately committed to helping customers by personalizing wireless services designed just for them.  The company is the first in the U.S. to offer consumers and businesses a suite of personalized wireless services with apps that fit who they are, services that anticipate their needs, and rewards they’ll get just for using their phone in new ways – all with seamless ease and at amazingly fast speeds.  This news release and other announcements are available at http://www.cspire.com/news/.  For more information about Cellular South and its products and services, visit www.cspire.com.