AT&T's $15 Build-A-Plan Gambit
AT&T is making a bold play for both budget-minded and high-end customers, launching a $15 “Build‑A‑Plan” that lets new users customize their wireless service while doubling down with a $19 billion commitment to build out fiber and wireless in California. This new offer undercuts many prepaid rivals and pressures smaller players, but the real question is whether it erodes AT&T’s own premium customer base—or simply lures in a new segment without cannibalizing profits. How AT&T’s massive retail footprint and channel strategy play out could reshape what Americans expect from a wireless plan. But…
The skinny
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