AT&T Rolls Out New Plan to Keep Customers From Leaving

Added: 2026-05-30

[00:00:00]Welcome back to our channel, good people.

[00:00:03]I came across this article from Patricia over at TheStreet.com.

[00:00:07]Here's the title of the article.

[00:00:09]AT&T rolls out new phone plan to keep customers from leaving.

[00:00:13]Now, no surprise to any of you who watch all my videos. We know about the new plan, AT&T Build a Plan.

[00:00:20]This new wireless option that allows you to pick the features and the type of network access you want.

[00:00:26]Paying for the things that you need, not having to pay for anything extra additional.

[00:00:32]So, if you only need the basic access, you can get that at a very low cost.

[00:00:36]$15 for a month gets you unlimited text, talk, and 1 gig of data. And then you can pay additional cost for more data and things like that.

[00:00:47]Now, the interesting perspective here, AT&T is adding a new phone plan as it works to stem customer losses.

[00:00:55]In case you haven't noticed it, or maybe you haven't caught my videos, but the trend has been that churn rate within the industry, while holistically, it might seem like everything is normal, it seems like certain companies are experiencing elevated churn, and now you even have companies reporting churn differently to try to make it look like it's not a problem.

[00:01:19]AT&T, for its part in all of this, used to be the industry leader in churn by a lot, and and their churn rate has elevated.

[00:01:30]And it's interesting that that's happening because they have for a long time been very promotionally active for devices. They have been the phone company if you wanted the best deal on a trade-in with an iPhone or whatever else.

[00:01:41]But the the story here, as it's presented, is AT&T is trying to address the customer churn, dealing with the increased competition, through this offer.

[00:01:52]And I mentioned this in a previous video about AT&T's Build a Plan.

[00:01:56]This is a last-ditch effort to keep a customer from leaving.

[00:02:00]A customer has a has a has an account and things are changing within their life's budget. Family, grocery, energy costs, whether it's utilities or gasoline or whatever, everything is high in cost and inflationary pressure and economics are you know, not good for the average person.

[00:02:24]For the for the low income, for the middle income, the wealthy or the wealthy, it doesn't matter.

[00:02:30]This plan is tailored for a rep at AT&T to literally say to a customer who's threatening to go or saying, "Hey, I need you need you to drop my plan or I'm leaving."

[00:02:41]They can say, "You know, I have a $15 plan.

[00:02:45]I have a Well, how many gigs of data do you need?

[00:02:48]We can get you a $25 plan that gets you 15 gigs of data or whatever the the allotment is.

[00:02:55]But this this plan is launching and um >> [clears throat] >> you know, I think it's out starting today at the time of this recording or maybe the next day. I have to look again.

[00:03:05]But um th- this is what it's designed to do.

[00:03:08]This is a low-cost option targeting the bottom, the entry level as as a last-ditch effort.

[00:03:15]And we know that switching is difficult and customers find it cumbersome and a pain and they probably want to avoid it. So, if AT&T says, "Hey, you know, last-ditch effort, let's keep you. Here's this plan, very low cost, stay with us. It meets your needs, you know." And it actually may not meet their needs, but a person might have to make that concession because of cost.

[00:03:36]But this is most definitely an item.

[00:03:39]This is a thing to address customer churn one customer at a time. Now, in places where the customer is affluent, they're looking at the regular postpaid plans.

[00:03:48]They have the fiber, the convergence fee saves them money, they look at value.

[00:03:52]This is not value.

[00:03:54]This is price.

[00:03:55]And AT&T knows that the churn rate always happens with the price sensitive folks.

[00:04:03]Anyways, let me know what you guys think.

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