AT&T’s new mobile plans are about upselling, not undercutting

AT&T has rolled out a new set of wireless plans designed to push customers toward higher-priced tiers, not to kick off a discount fight. According to New Street Research analyst David Barden, the changes are structured to nudge subscribers into “better” plans rather than cut prices across the board.

Barden told clients this is “not the start of a new price war … kind of the opposite,” suggesting AT&T is focused on raising revenue per user, not chasing rivals down the price ladder. For customers, that likely means more incentives to move up the plan ladder, with little relief for anyone hoping major carriers would start underbidding each other.