How low can Sprint pricing go? Put it this way, that if carrier pricing was a game of Limbo, the Now Network is looking to take home the Gold medal. As part of its ongoing war with incumbent carriers, Sprint announced today that it will cut monthly rates by half for subscribers who migrate from AT&T or Verizon.
Sprint will match the terms of a subscriber’s old plans, meaning they will get unlimited talk and text, and the same amount of data they had with their previous provider. (A Verizon customer paying $140 per month, for example, would pay $70.) Sprint will also pay any early termination fees incurred.
The promotion is the latest in a series of “disruptive” moves aimed at luring customers from rival carriers, and very much in line with Sprint’s new philosophy. Marcelo Claure laid it out very candidly in August at an employee town meeting, that, “When your network is behind, unfortunately you have to compete on value and price,” he said. Since then, the company has increased data caps and adjusted its trade-in policy.
To be fair, Sprint has made attempts to improve network reach and speed with Spark; it expanded coverage to 17 new cities in October. Whether the improvements in conjunction with reduced pricing will help to stem Sprint’s subscriber losses, however, remains to be seen.
The deal goes live on Friday. You will need a copy of your current contract if you would like to take advantage.