The cellular phone business got a little more user-friendly Wednesday as AT&T Wireless Services (formerly Cellular One) introduced the Go Phone to the Utah market.
Go Phone is AT&T's answer to the Talk Along, launched in August by US WEST Cellular (formerly Vector One).Go Phone is a prepackaged cell phone that consumers can buy off the shelf and activate with a call to a toll-free number. It requires a credit-card verification to open an account, and monthly billing goes on the credit card.
"Cellular needs to be more affordable to more people," said Becky Aivazian, director of sales and distribution for the Salt Lake office of AT&T Wireless.
She said the company is trying to reach the 35 percent of people who would like a cell phone for security, emergencies and occasional use but don't want to pay the charges associated with heavy business and other peak-time usage.
"People say they want lower costs and a less-complicated phone," said Aivazian. "The AT&T Go Phone is a first step response to those needs."
The phone costs $39.99, and users pay $19.99 per month that includes two hours of off-peak calling, which run from 6:01 p.m. to 7:59 a.m. to cover drive time to and from work. Off-peak charges beyond the 120 minutes included in the plan are 10 cents per minute.
Calls during peak times, 8 a.m. to 6 p.m. Monday through Friday, are billed at an additional 49 cents per minute in addition to the $19.99 monthly charge. "Roaming" charges, for calls made outside the Wasatch Front, are billed at 99 cents per minute. There is no extra fee for roaming, but AT&T requires a commitment to 12 months of service.
The competing Talk Along costs $29.95 in stores, and US WEST charges $19.95 for a flat 15 minutes per month of air time along the Wasatch Front. It charges 39 cents for each additional minute. Roaming access is available for $24.95 per month. US WEST allows Talk Along users to cancel at any time.
"Unlike other boxed retail cellular phones, we are giving people more free time during off-peak hours as well as expanded off-peak hours from 6 p.m. to 8 a.m.," said Aivazian.
She noted that the cost of cellular phoning continues to decline as the number of subscribers increases - currently at a 46 percent annual rate nationally. For the first half of this year, the average monthly bill was $52.45, down from $58.65 in the first half of 1994.
Industry trends indicate people are purchasing cell phones for family members as a personal convenience and safety item. Local demographics indicate that women, in particular, are in the market for something like the Go Phone and Talk Along.
Aivazian describes Go Phone as a basic phone, without "bells and whistles." It became available Wednesday at R.C. Willey, ZCMI, ShopKo, AT&T Service Centers, Future Shop, Omniserve Cellular, Accellular and Utah Cellular & Communications. Other locations will begin selling the phone in December and January.