Sprint Nextel goes all in, announces ‘Simply Everything’ unlimited play

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Sprint Nextel goes all in, announces ‘Simply Everything’ unlimited play
Offering includes voice, messaging, data and more




By Matt Kapko
Story posted: February 28, 2008 - 12:14 pm EDT

Not to be overrun by the stampede of national carriers flocking to unlimited pricing plans for voice, Sprint Nextel Corp. introduced a “Simply Everything” plan that includes, well, simply everything. Beginning tomorrow, customers can get unlimited voice, data, text, e-mail, Web-surfing, TV, music, GPS navigation, Direct Connect and Group Connect for $100 per month.

Sprint Nextel’s move was widely expected. After AT&T Mobility, Verizon Wireless and T-Mobile USA Inc. all opened the floodgates on unlimited voice at the $100 monthly price point last week, many analysts expected Sprint Nextel to either undercut its competitors by as much as $40 or offer an all-in-one plan.

Indeed, the company has done both. It also announced a $90 "Talk/Message/Connect" plan that includes unlimited voice, messaging, e-mail, Direct Connect and Group Connect. For those not needing unlimited voice, the carrier is also offering the "Everything" plan for $90 per month with 900 minutes and $70 a month with 450 minutes.

Now, all eyes will be on Sprint Nextel’s rivals to see whether they will react.

Interestingly, Sprint Nextel came out of the unlimited gate a year ago with a trial offering in San Francisco that included voice calling, text messaging, data, e-mail and picture messaging for $120 per month.

But, more than a year down the line, the No. 3 carrier missed the opportunity to be first-mover in an industry where public perception carries significant weight. Most agree that Sprint Nextel badly needs a change on that front as its customers continue to leave in droves. Yet, executives clearly decided it was more important to beat competitors on substance rather than the novelty of earlier appeal.

The company argues that all the major carriers have quality voice networks now and that customer appeal will be driven more and more by enhanced data- and media-centric services.

“Today’s handsets are powerful data devices. Each day they get better, faster and easier to use with more intuitive user interface designs and full Internet access. Our high-speed networks were built with this in mind and it’s where we believe the battleground lies -- offering fast access to the best content and data services. We are removing the barriers for customers to feel free to use all of the features of their phones,” President and CEO Dan Hesse said.

Sprint Nextel’s plan won’t require existing customers to extend their contract and families will get an incremental $5 discount for each line added to the plan, the company said.