updated 08:30 am EDT, Tue March 27, 2012
ATT Plus enters trials
(Update: official statement) AT&T has begun trying out a new reward program for subscribers. AT&T Plus gives those who qualify a priority number for help. Multiple discounts also take effect, including waivers on activation for a second line and device upgrades as well as 25 percent price cuts on all non-Apple accessories.
The program doesn't have any costs. It's not clear what conditions are needed to qualify, although this would most likely apply to those who have completed a contract and otherwise proven they would stay with the service for some time.
Access to AT&T Plus is so far limited to parts of Colorado as well as Houston and Minneapolis.
Loyalty programs aren't new in the US but are relatively rare for AT&T. Sprint has often been the source of such programs and was running its Premier reward program until the iPhone 4S launch. The iPhone's non-exclusivity may play a part in AT&T adopting a loyalty program of its own, as it may be an attempt to keep those who bought iPhones early on from jumping ship to Sprint or Verizon.
Update: AT&T sent Electronista a statement confirming that it's active, but in a trial phase.
"We’re trialing a pilot loyalty program, called AT&T Plus, with a select group of our wireless customers to get their feedback on their interest in this type of program and the benefits they’d like to have from us," a spokeswoman said. "Right now, this is only a trial, but based on what our customers tell us, it may be something we look to roll out more widely in the future." [via The Verge]