Amp'd Mobile announced they are changing their calling plans by removing unlimited nights and weekends, plus mobile to mobile calling, and giving consumers more anytime minutes instead. Each new plan will now be about $10.00 more per month then they were two months ago. Another pricing change was announced, affecting those who like to text message. Incoming a la carte text messages went from 2 cents to 10 cents per message.
Weston Henderek, senior analyst for wireless services at Analysis Inc. believes that Amp'd Mobile is hurting themselves by making these changes. "Unlimited nights and weekend minutes is a feature that has become increasingly standard in the industry and is expected as part of a total wireless package from new customers," said Henderek. Without a retail presence, Henderek believes Amp'd Mobile "needs to be more aggressive on its voice pricing so it can push subscriber growth".
Amp'd Mobile, using the Verizon Wireless EV-DO network, is known in the industry for offering customizable multimedia services. Gearing their product and services to a younger market, Amp'd Mobile uses numerous superstars from the music industry in their advertisements.