By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Portland, Ore. — MVNO Consumer Cellular, which targets the 50-plus age group with no-contract postpaid service, signed up its 1 millionth subscriber, and to celebrate, it’s giving away $1 million to employees and charities.
Consumer Cellular’s 750-plus employees will split a portion of $500,000 based on tenure, and another $500,000 will be split evenly between the Alzheimer’s Association, American Cancer Society, Make-a-Wish Foundation, Meals on Wheels Association of America and Parkinson’s Disease Foundation.
Consumer Cellular targets adults older than 50 who don’t want to lock into long-term contracts or want more flexible terms than those offered by other prepaid and post-paid providers, the company said. The MVNO, for example, lets users switch plans at any time without penalty.
Consumer Cellular wireless plans start as low as $10/month and feature no activation fees, usage alerts to notify customers before they exceed their monthly data or voice allotment, no roaming or long-distance charges, and monthly postpaid billing.
Consumer Cellular’s wireless phones and plans are sold nationwide at Sears and RadioShack dealer franchise locations, as well as direct to consumers at ConsumerCellular.com and (800) 686-4460.
The company, which resells AT&T service, launched in 1995 as a direct-to-consumer marketer, but the MVNO began heading into retail in 2010 to reach consumers who prefer to buy in stores.
When it launched in the mid-1990s, the privately held company targeted what were then known as cellular “convenience users” in a market dominated by business users and wealthy consumers. A few years later, Consumer Cellular shifted its focus to target the 50-plus demographic.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.