AT&T Follows in T-Mobile’s Footsteps With Cell Plans That Separate Device Cost from Monthly Service Fee

AT&T is announcing new cellular plan options that offer discounted rates to customers who forgo the usual subsidy given to those switching to the carrier or signing up for a new two-year contract.

Starting on Dec. 8, 2013 the new “Mobile Share Value” plans will be available to customers who buy new phones outright, bring their own device, or finance their purchase through AT&T’s no-money-down Next option. Current customers can also shift to one of the new plans once they have completed their contract commitment for their existing phone. On average, AT&T says, customers will save $15 per month with the new plans. AT&T spokesman Mark Siegel denied that T-Mobile’s moves prompted the new plans.