There has been a lot of chatter over AT&T’s new mobile data pricing adjustments.  For those of you who haven’t heard, AT&T will be doing away with its $30 unlimited data plan in favor of two capped data plans (Listen up prospective iPhone and iPad owners). One plan is $15/month for up to 200MB and the other plan is $25/month for up to 2GB of data.  Those who currently have the $30/month unlimited data plan will be allowed to continue with that plan.  New users must choose one of the new capped plans. (How much would you pay for unlimited data?  Please take this 5 question survey.)

AT&T claimed that this was a great move for the vast majority of its customers.  They claimed that it would save most of its customers money.  They also claimed that only a small percentage of users actually went over the 2GB level.  However, a lot of people were upset by the move.  Many people felt that the move was made to reduce traffic on AT&T’s oft-criticized network, not to help customers save a few bucks.  People also criticized AT&T because their data stats were backward-looking.  2GB of data might seem like a lot today, but mobile innovation moves at the speed of light – 2GBs will be used up in an instant with mobile Netflix, video chat, etc.  What will AT&T say then?  “These plans are great for 12% of our customers!!”

AT&T will still continue to do well given its exclusive relationship with Apple.  However, in my opinion, the made a few mistakes along the way.  Here’s where I think they goofed:

1. Telling customers that this move was a good thing!  I’m calling BS on that one.  Why not continue to offer the unlimited plan on top of the two capped plans?  How about $15/month for 200MB, $25/month for 2GB, and $40/month for unlimited?  More choices = a good thing for customers.  Don’t tell us what is and what isn’t good for us.  Shame on you, AT&T.  We see right through you.  Lesson = don’t talk to your customers like they’re idiots.  Customers are smart.  They’ll figure out the truth behind your marketing messages.

2. Offending your most influential customers!  Which customers do you think are most vocal?  The customers that use your product the most, right?  I bet that the people churning through bytes and bytes of data (the ones AT&T is looking to thwart) are constantly on CNET and engadget talking about the amazing benefits of their mobile devices.  Now, those same customers are going to be ticked off.  And rest assured, they’re going to tell anyone who will listen.  And with twitter and blogs, they are going to be heard.  What’s the lesson?  Treat your best customers well – they’re likely your most vocal and influential customers.  How could AT&T have handled this?  Simple, add the unlimited data plan and increase its price.  If customers love it so much, they’ll be willing to pay a bit more for it. (Or even better – why not ask them what they think about proposed changes before making them)

3. Their timing was terrible.  Why?  Two reasons: Verizon and Sprint just launched two amazing iPhone competitors – Verizon’s HTC Incredible and Sprint’s HTC EVO.  Both have gotten rave reviews.  Not to mention that Sprint’s phone works on its 4G network.  Anyone on the fence will opt for one of those phones.  Second, Apple just announced its new iPhone 4.  Why not wait until after the iPhone 4 had been out for a few weeks?  The early adopters (who are also the most vocal customers) would have been grandfathered into the $30/month unlimited plan.  There’s no doubt that AT&T will lose customers to Sprint and Verizon after this move.  Will the iPhone flop?  Of course not.  However, as soon as the iPhone is released to Verizon, there will be rough times ahead for AT&T (for all of you investors out there, buy VZ and short T).

I think the bottom line here is AT&T’s network is having issues (nothing new to report there) and they were terrified of the backlash that would have come along with mass adoption of iPads and iPhone 4s.  As a result, they needed to impose caps on their customers ASAP.  However, I think they handled things terribly.  Fortunately Apple will help keep them afloat.  But AT&T should definitely learn from their mistakes on this one.

How much would you pay for unlimited data?  Please take this 5 question survey.

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