U.S. Cellular Monday told investors the company plans to abandon unlimited data service sometime in the next two or three quarters in favor of tiered data plans similar to what is on offer from AT&T and Verizon Wireless.

U.S. Cellular president and CEO Mary Dillon told investors the company is changing pricing as a result of “significant changes in pricing strategies” at their larger competitors, who have moved away from unlimited data plans over the last year.  Dillon applauded the adoption of tiered data pricing, but noted increasing pricing pressure in the market.

For the nation’s sixth largest wireless carrier, best known in the midwest, northern New England, the Carolinas, and northern California, being a regional provider in an increasingly concentrated wireless marketplace has some on Wall Street concerned about the long term viability of smaller cell phone companies.

Blaming the continuing challenges of “an extremely competitive market and a sluggish economy in which carriers continue to fight for a dwindling pool of new subscribers and the cost of acquiring switchers are significant,” the company reported a net loss of 41,000 customers during the last quarter.  Only 226,000 new customers signed up, down from 307,000 in the prior year quarter.  Another 17,000 prepaid customers dropped U.S. Cellular last quarter as well.  U.S. Cellular now has just under six million customers in all.

Adrian Mill from Eagle Capital noted the customer losses — presumably to larger AT&T or Verizon Wireless, and pondered how long the company can continue to exist on its own in a market increasingly dominated by those two larger carriers:

“I know you guys did a lot of work a couple years ago on whether our regional cellular company could still be relevant and looked at ways in other industries and had some good data from it.

I’m just curious if after the past couple quarters of results where we’ve now seen everybody lose share to AT&T and Verizon if that was something you thought might happen in short term or if it’s been surprising?

If its been surprising, how long would you guys potentially consider losing subs before you do a strategic transaction or consider a sale?”

U.S. Cellular executives didn’t directly answer the question, but acknowledged the wireless carrier does have challenges in the marketplace its larger competitors don’t have.  They include:

• Access to coveted smartphones, particularly Apple’s iPhone, which continues to be unavailable from smaller, regional wireless carriers;
• Access to sufficient wireless spectrum to deploy robust data networks to meet customer demand;
• Capital requirements to build and expand the next 4G generation of wireless;
• The downward pressure on smartphone equipment pricing due to competition and expensive equipment subsidies;
• Roaming agreements to ensure nationwide coverage for voice and data services.

U.S. Cellular's primary service areas

Company officials told investors U.S. Cellular intends to continue to compete for new customers, leveraging its top consumer ratings for reliable service and satisfaction with the deployment of its own 4G LTE wireless network.  But first it intends to re-align pricing to reduce costs.

Alan Ferber, U.S. Cellular’s executive vice-president, sales operations, notes U.S. Cellular wants to see more of its customers upgrade to smartphones, which guarantee higher revenues per customer from the higher-priced service plans that accompany the phones.  The company needs less expensive phones from manufacturers, because consumers typically won’t pay more than $200 for a smartphone that comes with a 2-year service agreement.

Ken Meyers, chief financial officer for the company, has been crunching the numbers on smartphone equipment costs and is grateful for the presence of Android phones in the marketplace, which are starting to drive phone prices downwards.

“[It’s] exciting to me is to see what’s happening with the Android phone cost that will allow carriers to start to recapture some of the economics needed to support LTE [4G] investment and the subsidization of those smartphones, whereas that works on a $200 smartphone but if I’m subsidizing $400 or $500 suddenly most of that revenue isn’t going to pay for the network,” Meyers said.

Ferber expects to deliver new smartphones to U.S. Cellular customers for less than $200 by the holiday season, so customers will find the initial cost for phones lower than ever.  But Ferber admits the company’s forthcoming tiered data pricing means increased revenue and “better cost controls” over the life of a customer’s 2-year contract.

“We have also talked about things like tier data pricing on a going forward basis,” Ferber said. “We do believe that has at least two major benefits. The first is to align data revenue with data cost better and the second is to, in combination with the lower cost smartphones, enable more customers to get into a smartphone.”

But Ferber also acknowledges the company’s move to LTE 4G technology will actually cut the company’s costs to deliver that data — great news to investors, but potentially higher cell phone bills for consumers.

“Over the long turn it’ll certainly make the economics much more attractive,” Ferber said.

Other highlights from Monday’s conference call:

• U.S. Cellular will not acquire other providers not within or adjacent to its current operations, but is stockpiling cash for the potential purchase of any T-Mobile territories the federal government requires AT&T to divest as part of any merger agreement.  T-Mobile is not a major competitor in most of U.S. Cellular’s more-rural/suburban markets, but if U.S. Cellular does acquire any of these customers, they will have to convert them from T-Mobile’s GSM network to the company’s CDMA network;
• Data roaming from Verizon and Sprint customers traveling through U.S. Cellular’s service areas have brought increased traffic to the company’s data network, and roaming revenue with it;
• System operations expenses of $228 million were up $14 million or 7% year-over-year. This was due primarily to higher usage and roaming expenses as customers use more data services both on and off U.S. Cellular’s network. Through June of this year, total data of network usage increased nearly 400% over the same period last year.

Leap Wireless is trying to save face on less-than-impressive second quarter financial results showing the company is losing its mobile broadband customers who are increasingly weary of Cricket’s price increases and speed throttles.

The company lost at least 132,000 broadband customers since the first quarter, mostly due to price increases, reduced usage allowances and “network management” practices, which reduce speeds to near dial-up for customers who are deemed to be “using too much.”

“On broadband, we tightened our focus to more profitable customers while shedding less profitable ones,” said Leap Wireless CEO Douglas Hutcheson.

Internet Overcharging Facts of Life: What 'Network Management' tools are really used for. (Courtesy: Cricket's Second Quarter Results Investor Presentation)

Cricket recently announced increased pricing on their usage limited plans: $45/month for 2.5GB, $55/month for 5GB, or $65/month for 7.5GB.

With a less-than-robust regional 3G network and higher pricing, broadband customers have decided to take their business elsewhere, despite the company’s recently announced expanded data roaming agreement with Sprint.

Cricket acknowledges their “increased network management initiatives” are partly to blame for the loss, but the company also says increased prices for mobile broadband devices, which used to be available for free after rebate, are also responsible.  Cricket’s least expensive mobile broadband modem now runs just under $90.

Company officials told investors the losses “were expected,” and that the company has been trying to make up the difference with higher value smartphone data plans.  Mobile broadband customers tend to consume more data than smartphone users, so the company’s emphasis on smartphone data users, who use less, will deliver increased revenue at a reduced cost.

Cricket’s CEO explains the company’s renewed focus on keeping highly-profitable mobile broadband customers while effectively getting rid of “heavy users” who have been targeted with aggressive speed throttling over the past year, and now face higher prices for lower usage allowances. Also explored: Cricket’s future 4G LTE network buildout.  August 3, 2011.  (4 minutes)
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Cricket's declining mobile broadband business

In fact, the company’s presentation to investors credits network management tools for driving away “higher usage customers,” allowing Cricket to reap the benefit of “improved revenue yield per gigabyte.”  In short, that means Cricket profits handsomely from data plans they hope customers will only occasionally use.

One of Cricket’s biggest product priorities this year is pitching its Muve Music service, bundled into an all-inclusive $55 wireless prepaid phone plan.  It gives Muve phone customers unlimited access to an enormous downloadable music library accessed on the phone.  Since the service does not allow customers to transfer the music to other devices, record companies are happy to participate.

The biggest downside for some is that the Muve phone becomes your music player — a phone many customers consider a work in progress.  Some critics have labeled the service a “total fail” because of sound quality and DRM restrictions. But since the service is already bundled into the wireless plan at no additional cost, more than 100,000 customers are using it, downloading at least 130 million songs since it was first introduced in January.

Muve Music is another way Cricket is trying to differentiate itself from other wireless providers, and the company may try to expand the Muve Music service to much-more-profitable smartphones in the near future. Cricket hopes to begin selling no-contract smartphones at prices below $100 by Christmas.

Cricket executives answer questions from Wall Street about how the company intends to deal with a decline in mobile broadband customers, and explains their use of network speed throttles. Cricket plans to “follow industry trends” and experiment with “session-based” throttles sometime next year. These allow customers to pay an extra charge to temporarily remove the speed throttle when they need additional bandwidth. It’s just one more source of lucrative revenue from conjured up network management schemes.  August 3, 2011.  (4 minutes)
You must remain on this page to hear the clip, or you can download the clip and listen later.

Cricket is also planning further expansion of its ‘welfare wireless’ plan — a Universal Service Fund-backed home phone replacement for customers receiving public assistance.  The Lifeline USF subsidy is designed to provide affordable home telephone service to the most income-challenged among us.  Many landline providers charge around $1 a month for the service (before fees), and then charge for every call made.

Cricket’s implementation of this subsidy could draw some controversy because it delivers a $13.50 monthly discount off -any- of their rate plans.  That means qualified customers could pay just over $40 a month for a high end smartphone service plan, subsidized by every telephone ratepayer in the country.

Cricket also plans to launch LTE 4G service starting in early 2012.

Cricket plans to introduce 4G LTE service in 2012.

Loyal AT&T customers grandfathered on unlimited data plans are being paid back for their loyalty to the company with the threat of a speed throttle hanging over their heads if they don’t limit the use of their unlimited use plan.

The Washington Post reports, by AT&T’s calculations, anyone using 4GB of usage and up during the month is likely to find their smartphone neutered to near dial-up speed for the rest of the month:

The company said that it will throttle back data use for the top 5 percent of data consumers, who use “twelve times” what its average smartphone data customers use.

A recent Consumer Reports survey found that the average smartphone user on AT&T’s network uses 360 megabytes per month — meaning that only power users will feel the pinch. Using AT&T’s formula, the company’s likely scaling back its network for users who exceed 4 gigabytes per month.

Four gigabytes of usage on a smartphone is a considerable amount, if all you do is browse web pages, read e-mail, and access a handful of apps.  But consumers who increasingly rely on GPS navigation and streaming multimedia content, particularly videos, will find they don’t have to live on their smartphones to put themselves on AT&T’s bad side.  Even devoted attention to video streams from a home security system could consume a considerable amount of data on a usage plan that was supposed to be unlimited.

“It’s a slap in the face to loyal customers who have been with AT&T for a decade or longer,” says Stop the Cap! reader Paul.  “Wireless providers used to operate on rewarding loyalty by letting customers keep their plans intact unless and until they change plans or depart for another provider.  Now AT&T is literally cattle-prodding their most loyal customers who pay $30 a month for an unlimited plan that will now have limits.”

Paul wonders why anyone would want to keep an unlimited plan that will be throttled to punish customers with unusable speeds.

“Clearly, Verizon moving away from unlimited data allowed AT&T to stick it to customers who know they have few places to run,” Paul writes. “This is probably only the beginning.  Why again would we want AT&T to get any bigger than it already is?”

Virgin Mobile, which last year excited a number of our readers with the introduction of its Broadband2Go unlimited mobile broadband plan, has continued to evolve the meaning of “unlimited,” to now mean just 2.5GB of usage per month before speeds are reduced to the very un-broadband level of 256kbps.

It’s just another in a series of limits Virgin Mobile has placed on its 3G “unlimited” pay-as-you-go service since last August.

Last summer, customers paid up to $100 to purchase the mobile broadband device used with the service, and promptly discovered a lot of people were doing the same thing, which promptly overloaded the network and drove speeds downward.  Within months, our readers reported Virgin had quietly implemented a “fair access policy” that began reducing customers’ speeds after as little as 200MB of use daily, usually to 256kbps or less.  By February 2011, Virgin announced a 5GB usage cap, after which speeds would be permanently throttled until customers either paid an additional $40 or waited out the end of their billing cycle.

Apparently, even 5GB of usage per month is considered too much, so now Virgin Mobile is slashing that in half to 2.5GB.  Despite the ongoing decreases, company officials insist whatever level they are, they are still generous.  The company said less than 3 percent of its customer base will be impacted by a 2.5GB limit on their supposedly “unlimited” plan.  Virgin Mobile, now a wholly-owned subsidiary of Sprint, gets around that pesky contradiction by calling their plan “unlimited access,” which means you can access it day or night at speeds that either might be fast, or heavily throttled.

What used to cost $40 a month for truly unlimited service today costs $50 for 2.5GB.

Virgin Mobile's Broadband2Go "Before" Pricing from August, 2010

Virgin Mobile's Broadband2Go "New and 'Improved'" Pricing

The days of "Sugar Mama" are long gone.

Virgin Mobile is also hiking rates for two budget handset plans that include data:

• 300 minutes, including unlimited texting and data up $10 to $35 a month
• 1,200 minutes, including unlimited texting and data up $5 to $45 a month

But competition does occasionally deliver some benefits to consumers as Virgin recognizes it is being killed by cheaper unlimited smartphone plans from MetroPCS and Cricket, so it has cut the price on its own unlimited calling, texting, and data smartphone plan by $5 to match its competitors’ $55 monthly price.

Virgin Mobile is in the process or repositioning itself away from being a prepaid budget-priced carrier towards a smartphone-oriented provider for customers who do not want to sign lengthy service contracts with Verizon, AT&T, or even parent company Sprint.

This certainly means the days of Virgin Mobile’s Sugar Mama are long gone. 

Thanks to Bones and several other Stop the Cap! readers for sharing this news with us.

We have received dozens of e-mails from readers trying to add Verizon Wireless’ coveted 4G $30 unlimited-use Mobile Hotspot feature to their accounts, with varying results.  We’ve compiled, with the help of our readers, a guide to assist you in scoring the only good thing to come from Verizon’s recent changes in data pricing.  If you follow these steps, you should be good to go.

Q&A

1. What is a Mobile Hotspot and What Is Verizon offering? — Verizon Wireless offers customers a service to turn their 3G or 4G phones into a Wi-Fi provider, letting you connect your other portable devices, like a tablet or laptop, to your Verizon Wireless data connection to access the Internet over Wi-Fi.  Technically, this feature is built-in to most smartphones, but cell phone companies monetize it by charging you an extra monthly fee to use the service.  Traditionally, Verizon charges $20 extra a month (on top of your data plan) to enable this feature, and has limited it to 2GB of use per month.  Each additional gigabyte will cost you $10.  But when Verizon introduced its new 4G LTE network, early adopters to 4G phones got access to this feature for free, for a limited time.  On 7/7, Verizon’s new limited-use data plans took effect, and Verizon expired the free 4G Mobile Hotspot feature.  To placate 4G owners, it offered them the chance to continue getting unlimited use of this feature, for an extra $30 a month.

That’s a stiff price to pay on top of your monthly data plan, but because Verizon’s LTE network is currently fast enough to serve as a home broadband backup (we consistently get speeds of 11/3Mbps on LTE from our headquarters), $60 total for unlimited wireless Internet isn’t completely outrageous at those speeds.  Yes, it’s ridiculous Verizon disabled a feature built in and functional on phones in other countries, but it is the same story with other carriers as well.  We even agree with the proposition you should be able to use your unlimited data plan for anything you want, but that’s just not a reality at the moment.

2. Who exactly qualifies for the $30 unlimited Mobile Hotspot? — We have been able to confirm for sure that anyone who activated or at least ordered a 4G phone before midnight on 7/7 is qualified to upgrade to this plan.  You cannot, however, activate the plan on a 3G phone.  Only 4G models qualify.  Where things get murky is whether or not customers who currently have 3G phones can still upgrade to a 4G model after 7/7 and get this plan.  Droid Life believes the answer to this question may be “yes” based on two tweets sent from Verizon Support:

We are more skeptical, however, based on the accumulated responses we’ve collected from Verizon Wireless from our readers, which admittedly are all over the map.  Verizon reps have not been offering consistent information about the Mobile Hotspot plan since it was first announced more than a week ago.  The company is preoccupied with reassuring existing customers they were not at risk of imminently losing their unlimited data plans, an entirely different subject.

I would not upgrade to a 4G phone today in hopes of scoring this Mobile Hotspot plan unless you have the name of an employee you can use if you complete the order, try to activate the feature, and encounter resistance.  In truth, Verizon can do anything they want for any customer, new or otherwise.  The trick is finding an employee with the authority to make things happen.  Be prepared to escalate or call back if you encounter a roadblock.

3. What happens if I have a 4G phone and start a Hotspot session with a 3G signal, is it still unlimited? — Yes.  Any Mobile Hotspot session originated on this plan on a 4G phone is unlimited regardless of what network conditions you encounter, as long as you are on Verizon’s network.

4. Does this apply to mobile broadband, provided by a dongle or a MiFi device?  — No.  Only 4G smartphones qualify for this plan.

5. How many people can share my Mobile Hotspot connection at the same time? — Verizon traditionally says five, but my phone (Samsung Charge) supports up to 10 concurrent Hotspot connections.  That’s a lot, so if everyone piles on, expect some slowdowns from the shared connection.

6. Can you add and drop the featured plan and get it back later? — Verizon has not said.  The company has not responded to questions about the longevity of this plan, whether it could be withdrawn, or whether customers can add and drop it (and add it back) at will.  We see that as evidence this is a promotional add-on that is likely to be withdrawn for new customers at some point in the future.  Verizon traditionally grandfathers customers already on a plan indefinitely, which means if you have it, you can keep it.  If this feature is important to you, we recommend you add it and keep it active.  When it’s gone for new sign-ups, it’s gone.

7. I do not see the plan under Verizon’s My Services on their website.  Should I be concerned? — No.  The plan was being offered to customers initiating new Mobile Hotspot sessions on their 4G phones, but not to all.  We never found it on Verizon’s website.  The only indication it is active on your account is finding this: “4G SMARTPHONE HOTSPOT” listed on this page (to access, you must first login to your Verizon Wireless account and select the line on which the feature was ordered.)

Ordering Advice

We have found multiple methods of securing this plan, and with the thanks of Stop the Cap! reader DJ, we have even located the all-important plan number, which you can reference when contacting Verizon.  If you run into a roadblock calling Verizon customer service, or can’t get the plan added while visiting a Verizon Wireless corporate store, we have some other suggestions.

1. Customers who already had a 4G phone before 7/7 can call Verizon Wireless from your phone at 611 or 1-800-922-0204 Monday-Sunday 6am-11pm ET.  Tell them you wish to add plan code #76153 — $30 Unlimited 4G Mobile Hotspot.

2. If you activated a new 4G phone after 7/7, call VZW’s Orders & Activations Hotline at 1-877-807-4646.  Work through the prompts.  You may be prompted to accept a customer agreement and get “trapped” in a menu asking you to press “1” or “2” after accepting the customer agreement.  Press “0” and wait to be transferred to a live agent.  Tell them you wish to add plan code #76153 — $30 Unlimited 4G Mobile Hotspot.

3. If rebuffed by either, try calling 1-316-681-9940, the number to a Verizon store in Kansas that has employees active in several phone forums helping people trying to get on this plan.  They should be able to add the plan to any 4G phone account, whether you are in Kansas or not.  Again, reference plan code #76153 — $30 Unlimited 4G Mobile Hotspot.

Let us know if you still have any problems in our comments section!