2010年8月26日 星期四

FW: Newsbank :: Beware the smart phone data plan con


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From: Susan Wilhite (MKT-US)
Sent: Friday, August 27, 2010 8:59:28 AM
To: Newsbank
Subject: Newsbank :: Beware the smart phone data plan con
Auto forwarded by a Rule


Some organizations reimburse employees to use their own smartphones for business. 

 

Could reimbursement policies eventually influence the choices consumers make? And later influence the mobile platforms being used in business?

 

http://www.msnbc.msn.com/id/38495612#

 

Beware the smart phone data plan con
When it comes to buying smart phones, the true cost can be a mystery

 

Right this moment, if new customers buy a
Palm Pre from Verizon Wireless, it costs $50,
provided they swear to a two-year contract
(and accept the penalty for breaking it). Sprint
is charging $150 for its Palm Pre. So, which
one costs more?

If you said Verizon's, you're right — by nearly
$400 dollars. Both Sprint and Verizon charge
$40 per month for 450 prime-time talk
minutes, and both charge $30 per month for
unlimited smart phone data. But Sprint
includes text messages with that, and Verizon
charges an extra $20 for unlimited texts, a
requirement for all teens and
twentysomethings.

 

Two years from now, that $20 difference costs
you $480. Even though Verizon buyers "save"
$100 up front, they pay for it, and then some,
as the months go by.

"Cheap" phones like Microsoft's teen-targeted
Kin have been shot down by customers for
incredibly high data plans. Meanwhile, many
American parents have no qualms about
buying their kids a $199 iPod Touch, that in
addition to
phones — with unlimited texting
plans — that they need for family
communication. It's not about the cash-
register cost, it's about the monthly bill.

So, how much will your smart phone cost?
Forget that number between $0 and $299 that
you pay up front. The number you should
focus on is the total cost of ownership, which
for smart phones is usually around $2,000.
(Regular "dumb" phones with unlimited text
messages generally cost half that over the
same period.)

While it may seem obvious that the true cost of
your phone is its sticker price plus service,
you may not realize how much you can save
by sitting down and calculating it out — or
what a mistake you might make by falling for a
carrier suddenly dropping the advertised price
of a phone.

Fortunately for you, we've done the math. The
following are price breakdowns for smart
phone data plans for each carrier. What you
need to do is add that 2-year grand total to the
price of the phone you're shopping for —

 

that's the true cost.

(Note: Though they're all subject to change,
these prices should be good for the rest of the
summer, through the back-to-school
shopping period.)

AT&T
The iPhone carrier recently killed off its
unlimited data plan, creating two less
expensive plans to use in its place. This is
good news for the extreme majority of AT&T's
smart phone customers, though it did make
some nerds antsy.

Smart phone data plan: $15/month for up to
200MB of data; $25/month for up to 2GB of
data
Unlimited text message plan: $20
Data + text messages after 24 months:
$840 for low data plan; $1,080 for higher data
plan
2-year grand total (including 450 minutes of

voice): $1,800 or $2,040 (see above)

Early termination fee: $325 minus $10 for
every month on the plan; no charge after
contract is up

Special caveats: If you go over the 200MB on
the low data plan, you have to pay double, so
it's $30. People afraid of going over may select
the 2GB plan. iPhone and Android users can
download an AT&T app to precisely track how
much data they use. Along with Verizon, AT&T
charges higher early termination fees for
smart phones, meant to recoup some of the
higher subsidies granted to smart phone
buyers.

Sprint
Sprint has been competing aggressively, not
only by introducing the Evo, a large-screen
phone on an extra-fast 4G wireless network,
but by throwing in free unlimited text
messages with all smart phone data plans.

Smart phone data plan: $30/month
Unlimited text message plan: $0 (it's included
in the smart phone plan)
Data + text messages after 24 months:
$720
2-year grand total (including 450 minutes of
voice):
$1,680

Early termination fee: $200 minus $10 for
every month on the plan

Special caveats: Phones that access Sprint's
4G network require $10 extra per month for
the increased data speeds.

 


T-Mobile
Traditionally, T-Mobile has priced itself lower
than the rest, to appeal to a younger audience.
They currently offer a way to buy phones
without signing a contract, paying more up
front, but with a lower monthly fee and no
early termination fee.

Smart phone data plan: $30/month
Unlimited text message plan: $10/month
Data + text messages after 24 months:
$960
2-year grand total (including 450 minutes of
voice):
$1,920 or $1,680 (no contract)

Early termination fee: $200 minus $10 for
every month on the plan, unless you opt for a
no-contract plan

Special caveats: Although the no-contract
option doesn't affect smart phone data prices,
it does bring the voice plan part of the bill

down, by $20 per month. This could be a good
move if you inherit a phone from someone.

T-Mobile also only charges $20 for unlimited
text for all phones on a family plan — a great
deal if you have several phones on the same
bill.

Verizon Wireless
Verizon loves to bank on the quality of the
network, and that means as long as its
reputation is intact, its monthly rates will
remain fairly high. Since its Droid phone line
has started to lure former iPhone customers
away from AT&T, the carrier may get more
aggressive with pricing, but to date, it's pretty
unyielding.

Smart phone data plan: $30/month
Unlimited text message plan: $20/month
Data + text messages after 24 months:
$1,200
2-year grand total (including 450 minutes of
voice):
$2,160

Early termination fee: $350 minus $10 for
every month on the plan; no charge after
contract is up

Special caveats: Like AT&T, Verizon has a
higher early termination fee for smart phones.
Funny thing: Verizon is the only major U.S.
carrier to say "unlimited" and mean "unlimited"
when it comes to smart phone data usage.
AT&T sells two plans for particular data
amounts — if you go over, you pay more. T-
Mobile and Sprint reserve the right to
discontinue service if you use over 5GB during
 

a month. Verizon may change their policy — I
wouldn't be surprised — but for now, it really
is unlimited.

 

 

Susan Wilhite | UX Researcher & Trend Community Manager

10101 North De Anza Blvd., Cupertino, CA USA 95014

Office: 408.863.6594

 

 

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