BellSouth Mobility Offers Rollover Airtime

BellSouth Mobility DCSt to create a bond with its customers, as well as drive significant growth, <%=company%> has implemented a rollover program in its newest rate plan promotion. The promotion lets customers keep their unused monthly minutes from month to month. The plans will also include nationwide long distance at no extra cost. Both new and existing customers are eligible for the plan, but part of the catch is they have to sign a 12-month contract.

The market research folks told us that customers continually asked why they had to lose their minutes, considering they already paid for them, said Ed Reynolds, BellSouth Mobility president. Customers made it clear they wanted this feature, and it's good business for us as well, "It's a win-win situation," he said.

Customers with a rate plan of $35 a month or higher are eligible to take advantage of the rollover promotion, which is scheduled through early September. Although unused minutes keep building from month to month, for technical reasons, the carrier had to put an expiration date on the minutes, which currently is Dec. 31, 2004. As that date draws closer, BellSouth could re-evaluate that date.

BellSouth offered a rollover plan a few years ago in its DCS markets (North Carolina, South Carolina, eastern Tennessee, and coastal Georgia). It rejuvenated the plan a few weeks ago in preparation for the full launch and, according to officials, was happy with the take rate.

BellSouth Mobility kicked off the promotion on May 21 with an advertising campaign, which will run in the seven states served by BellSouth Mobility. According to Mark Feidler, BellSouth Wireless Services president, this will be the largest and most comprehensive campaign that BellSouth Mobility has put behind a promotion. The carrier is using traditional means to get the word out, such as newspaper, television, radio, and billboards, but it also is using some more non-traditional methods such as cinema advertising and ads on go-karts. Almost all of the ads will incorporate the tagline, "They're your minutes. Keep ‘em."

By Ellen Jensen