& cplSiteName &

Sprint Personalizes Prepaid With ItsOn

Sarah Thomas
7/8/2014
50%
50%

Sprint is planning to personalize its prepaid mobile data, voice, and messaging service offers, and it's taking one of its MVNOs in house to do so.

The carrier announced Tuesday that it plans to integrate OSS/BSS technology from ItsOn Inc. into its prepaid platform to build more personalized, flexible services and pricing plans. As such, the consumer-facing MVNO that ItsOn launched on Sprint Corp. (NYSE: S)'s network in 2013, Zact Mobile, will cease operations. (See Sprint Revamps Prepaid Offers.)

ItsOn said Zact customers can choose to keep their device and migrate to Sprint or discontinue service. It began offering its service free as of July 4. The startup says its goal was to use the MVNO to showcase its technology and attract the interest of wireless operators looking to white-label the service. Sprint is just the first. (See The Re-Resurgence of the Prepaid Wars.)

The announcement builds on the relationship between ItsOn and Sprint first announced last month, at which time ItsOn CEO Greg Raleigh told Bloomberg that Sprint would actually use the cloud service for its contracted customer base. (See Sprint Chooses ItsOn for OSS/BSS.)

On the prepaid front, Sprint didn't outline what kind of services it would launch using ItsOn, but looking at Zact's offerings provides a pretty good idea. Zact was a 2013 Leading Lights finalist for Best New Mobile Product for a service that lets Android users tweak and customize their plans any which way to suit their needs. Zact offered 36,000 plan options its customers could switch to at any time via a mobile app, promising no overages, along with credits for any used data. (See 2013 Leading Lights Finalists: Best New Product (Mobile).)

It's an innovative offering, whether on prepaid or postpaid, where customers are used to selecting buckets of megabytes and hoping they bought enough data without having too much excess. (See Carriers Warm Up to Service Innovation and Policy Revenues Climbing, but Hazards Loom.)

ItsOn says its software-as-a-service contract with Sprint will enable rapid service creation, sponsored data plans, and automated OSS/BSS and network functions, including policy orchestration, charging, rating, billing, and on-device customer care.

CNet has uncovered Sprint trials of lower-cost family data-sharing plans. ItsOn didn't say whether it was powering the new services, but this is the type of change that Sprint would be able to execute easily with a more flexible OSS/BSS. (See Sprint Launches No-Sharing 'Framily' Plans and AT&T Reduces Its Family Plan Pricing.)

Sprint's prepaid group says it will repurpose the Zact Mobile cloud-based virtual network platform beginning this summer.

— Sarah Reedy, Senior Editor, Light Reading

(4)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
mhhf1ve
50%
50%
mhhf1ve,
User Rank: Light Sabre
7/9/2014 | 6:48:40 PM
How does this affect Sprint's brand?
I wonder what the effect of adopting more prepaid plans does to Sprint's image..? Does it really make them look innovative to customers, or does it make them seem more like a "discount wireless provider" that can't compete with VZW and ATT?
jasonmeyers
50%
50%
jasonmeyers,
User Rank: Blogger
7/8/2014 | 6:57:24 PM
Re: Much more to come...
Did they say anything about the target customer demographic -- is it the same as it was for Zact? Just wondering if there is a content/app strategy geared toward a specific group, or if the play is strictly flexible pricing and plans. 
Featured Video
From The Founder
Light Reading founder Steve Saunders grills Cisco's Roland Acra on how he's bringing automation to life inside the data center.
Flash Poll
Upcoming Live Events
March 20-22, 2018, Denver Marriott Tech Center
March 22, 2018, Denver, Colorado | Denver Marriott Tech Center
March 28, 2018, Kansas City Convention Center
April 4, 2018, The Westin Dallas Downtown, Dallas
April 9, 2018, Las Vegas Convention Center
May 14-16, 2018, Austin Convention Center
May 14, 2018, Brazos Hall, Austin, Texas
September 24-26, 2018, Westin Westminster, Denver
October 9, 2018, The Westin Times Square, New York
October 23, 2018, Georgia World Congress Centre, Atlanta, GA
November 8, 2018, The Montcalm by Marble Arch, London
November 15, 2018, The Westin Times Square, New York
December 4-6, 2018, Lisbon, Portugal
All Upcoming Live Events
Hot Topics
Federal Funds for Broadband? Unlikely
Mari Silbey, Senior Editor, Cable/Video, 2/12/2018
Has Europe Switched to a Fiber Diet? Not Yet...
Ray Le Maistre, Editor-in-Chief, 2/15/2018
Will China React to Latest US Huawei, ZTE Slapdown?
Ray Le Maistre, Editor-in-Chief, 2/16/2018
Net Neutrality: States' Rights vs. the FCC
Mari Silbey, Senior Editor, Cable/Video, 2/13/2018
IBM, Microsoft Duke It Out Over Chief Diversity Hire
Sarah Thomas, Director, Women in Comms, 2/15/2018
Animals with Phones
Live Digital Audio

A CSP's digital transformation involves so much more than technology. Crucial – and often most challenging – is the cultural transformation that goes along with it. As Sigma's Chief Technology Officer, Catherine Michel has extensive experience with technology as she leads the company's entire product portfolio and strategy. But she's also no stranger to merging technology and culture, having taken a company — Tribold — from inception to acquisition (by Sigma in 2013), and she continues to advise service providers on how to drive their own transformations. This impressive female leader and vocal advocate for other women in the industry will join Women in Comms for a live radio show to discuss all things digital transformation, including the cultural transformation that goes along with it.

Like Us on Facebook
Twitter Feed