Sprint Goes 'All-In' on New Pricing Plan

OVERLAND PARK, Kan. -- Today, Sprint introduces the wireless industry’s first-ever “All-In” pricing plan, underscoring the company’s commitment to making wireless simpler, clearer and more straightforward for consumers. All-In Wireless counters the wireless industry’s current way of advertising by providing one clear monthly price for a smartphone and unlimited talk, text and high-speed data. With All-In Wireless, consumers pay $80 per month for a wireless device and unlimited talk, text and high-speed data – the two most significant components on any wireless bill.

“We understand how frustrating and confusing shopping for wireless can be. At Sprint, we are doing things differently,” said Marcelo Claure, Sprint CEO. “We are telling customers, ‘This is your All-In price.’ So when they walk into our store or visit our website, they will see that $80 includes a smartphone and an unlimited plan to do the most important things they are going to do with the phone for an entire month: make calls, watch videos, listen to music, text a friend – you name it.”

Claure continued, “If you went to a restaurant that advertised a cheeseburger for 99-cents, but when you show up, they said it’s an extra $2 for the bun or $1 for lettuce, you would feel misled. Yet, that’s what the industry has been doing with its wireless plans. Why can’t everyone just advertise the full price of both the plan and the smartphone – an All-In plan? That was the idea behind what we’ve created.”

With All-In, consumers pay $20 per month to lease one of our most popular smartphones, and $60 per month for unlimited text, talk and high-speed data while on the Sprint network (excludes taxes and surcharges).

Consumers pay $0 down and only a one-time, $36 activation fee. Sprint believes this is the simplest, most straightforward, lowest-cost way to get a smartphone with unlimited data in wireless – without the confusion caused by other carriers who continue to only advertise part of the cost to draw people into their stores. But once at the store, consumers discover that the advertised price isn’t all in. They discover there are additional costs for the phone or the service. To watch Sprint CEO Marcelo Claure describe the importance of All In to today’s wireless customers please visit https://youtu.be/USZ3Xdz0oDk.

Sprint is also encouraging consumers to check their all-in pricing from other carriers and not be fooled by advertising gimmicks that only list the price of a phone or the price of a service plan making it difficult to understand the full story.

For example, Verizon advertises 10GB of data $80, but they don’t mention as loudly the additional monthly charges including $15 line access and $27.08 for the phone. AT&T frequently advertises 10GB of data for $100 per month, but downplays the additional monthly charges including $15 line access and $27.08 for the phone. T-Mobile is advertising 4 lines for $100, but doesn't shout the additional $108.32 in monthly phone payments.

Sprint Corp. (NYSE: S)