Virgin Mobile taps ItsOn software platform for custom plans

Following up on its announcement earlier this month, Sprint today said it will tap into an agreement with ItsOn to offer “personalized services” through its Virgin Mobile USA prepaid division.
The offering, dubbed Virgin Mobile Custom, is a no-contact rate plan that allows customers to select their own calling, messaging and data allowances at any time using an application embedded on their smartphone. The offering is set to launch Aug. 9 exclusively through Walmart locations, with the application scheduled to be ready for download beginning Sept. 1.
The rate plan allows for up to five lines, with prices beginning at $7 per month, per line for the “Base” plan. At that price, customers receive 20 voice calling minutes and 20 text messages. Customers can add options to the basic plan, including unlimited text messaging for $10 per month and unlimited voice calling for $18 per month. There are also more specialized options, like unlimited access to Facebook or Pandora, as well as international calling features. Customers can also select Virgin Mobile USA’s “Unlimited” plan that includes unlimited voice calling and text messaging for $35 per month. All of the options can be customized on an as-needed basis at any point straight from the handset.
The plan also offers a parental control option that allows one user to manage the feature set of another device through a downloadable application.

“The plans can be adjusted at any time during the month, even daily, directly from each person’s device, or controlled by the primary user, allowing the plans to add or subtract the amount of voice, text or data they use at any time within their monthly billing cycle,” Virgin Mobile USA explained. “Pricing information is displayed in real-time, giving customers an instant, exact amount of what their mobile monthly charge will be before they confirm their selections.”
Specific devices tied to the launch of the offering include the LG Unify priced at $130; the LG Pulse priced at $100; and the ZTE Emblem priced at $80.
All of this customization is based on ItsOn’s Smart Service Virtual Network Technology, which is a cloud-based platform. ItsOn claims its platform allows for on-device “service experience,” which includes the ability to make purchases, account creation and contextual marketing; quicker deployment of services using its cloud-based architecture; the ability to offered sponsored plans; and automated operating support and business support services.
The service launch continues Virgin Mobile USA’s recent attempts to stir up new interest in its services. The operations last month expanded price points for its PayLo offering – also available exclusively through Walmart locations – as well as launched Wi-Fi-focused rate plans.
Sprint reported that its branded prepaid channels, which include Virgin Mobile USA, Boost Mobile, Sprint Prepaid and the government-subsidized Assurance Wireless, lost 363,000 customers during the first quarter of the year, and earlier today said those channels lost a further 542,000 customers during the second quarter.
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