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Consumer Cellular To Sell Into Target

Portland, Ore.– Cellular MVNO Consumer Cellular, which targets the 50-plus age group with no-contract postpaid service, will substantially expand its brick-and-mortar presence this week when its products and services begin appearing in more than 1,800 Target stores, the Portland Oregonian reported.

The rollout follows a test in 32 stores in the Phoenix, Ariz., area.

The MVNO, which resells AT&T service, already offers its phones and service through 750 Sears stores and through RadioShack franchise stores, having expanded beyond direct sales to consumers in 2010. The MVNO is also the exclusive wireless provider for AARP members.

The Oregonian quoted Consumer Cellular CEO John Marick, but the company declined to offer details of the rollout.

The company’s revenues could hit $450 million this year if current growth rates hold up, the Oregonian also quoted Marick as saying.

The MVNO’s product selection includes basic phones and smartphones, including the iPhone 6 and 6 Plus. Voice plans start at $10/month plus 25 cents per minute. Other voice plans range in cost from $15 to $60/month for 200 minutes to 6,000 minutes. Text/data plans range from $2.50/month for 200 texts and 20MB of data to $30/month for 15,000 texts and 2.5GB of data. The company also offers a family share plan.

To help subscribers cut costs, customers are able to change their rate plan retroactively up to the last day of their billing cycle to take advantage of the best possible pricing.

Consumer Cellular entered the home-phone market last year with the launch of a cellular base station that plugs into a home phone to carry incoming and outgoing calls over the MVNO’s cellular network.