Wireless go phone

As so many stand-alone shops continue to g o under in a tough business made tougher b the sagging economy, AT&T Wireless is creating a place for the drug store in the mobile communications business. The company has introduced Go Phone, a Nokia 3590 cell phone that consumers can buy at retail, ready-to-go with a preprogrammed calling plan, requiring no credit check or long-term commitments.

AT&T Wireless already has gained distribution for Go Phone in some 10,000 stores, including Target, 7-Eleven and Circle K, and currently is talking to several leading drug chains about expanding distribution into the drug channel.

The suggested retail price for the Go Phone is $89.99. Customers who buy the phone have a choice of four Go Phone calling plans that range in price from $19.99 a month to $49.99 a month, which works out to about 9 cents per minute. Unlike pre-paid phone cards that need to be replenished, customers can set up their Go Phone accounts so their fees are deducted automatically from either a credit or debit card or bank account.

For an additional $3.99 a month, consumers can sign up for text and e-mail messaging capabilities, as well as the ability to access information and entertainment sites using AT&T Wireless' mMode service.

AT&T Wireless will support the launch aggressively with print advertising in English and Spanish and television advertising that began last month and will run through out the summer. AT&T also has created self-service kiosk displays to create enhanced visibility.