MyBundle 联手 Gigs 推出移动服务：ISP 零成本入局移动市场

Pricing on those no-contract plans are unchanged when customers add lines. MyBundle Mobile is starting with a bring-your-own-device (BYOD) model for compatible, unlocked phones using eSIM technology. MyBundle confirmed it is exploring an option that would enable customers to buy and finance compatible mobile devices. "We're trying to keep it simple, certainly at the start," MyBundle CEO Jason Cohen told Light Reading in August. He said then that MyBundle Mobile plans to eventually tack on more features and capabilities. MyBundle Mobile currently is offering an ad-supported streaming service for no additional cost to new customers for a period of 12 months. The promotion on the site references Disney+, Hulu, Netflix and Peacock. Per the small print, eligible customers currently have 60 days to redeem the 12-month streaming offer. The streaming component is being used to "sweeten the offer" for mobile, but it's not the prime focus as MyBundle further develops its mobile offering for ISP partners, MyBundle Chief Revenue Officer Michael Goldstein told Light Reading via email today in response to questions. MyBundle Mobile appears to be available to anyone who qualifies (i.e. customers must be at least 18 years of age and have a compatible device). However, Goldstein stressed that MyBundle does not intend to promote the mobile service directly to consumers. Instead, the company aims to work with broadband service operators to promote the service and create their own promotions and bundles with MyBundle Mobile. Those partners will also have some control over how mobile is priced and packaged, including the option to offer discounts and credits. Those partners will receive an undisclosed commission for customers who sign up for MyBundle Mobile. However, ISP partners will have the option to waive that commission and drop the price further. They'll also have the option to reduce the price for mobile even more if they opt to use some type of subsidy, Goldstein said. MyBundle has not announced any ISP commitments to promote its new mobile offering, but it notes on its site that such partners can get into the mobile game through its program for no upfront costs. MyBundle is "lining up launch dates now" with ISPs, Goldstein said. Per its agreement with Gigs, MyBundle effectively serves as the front end, handling elements such as billing, customer care, number transfers and the marketing of the service. MyBundle Mobile's broadband service partners will have the ability to share in the branding (i.e. "MyBundle Mobile – brought to you by broadband operator XYZ") and promote it via their web pages, where prospective customers will be directed to MyBundle Mobile to sign up. A mockup of how MyBundle and an ISP partner would share branding and possibily offer discounts on the standard, baseline price for MyBundle Mobile. The ISP depicted here is a fictional brand used for demonstration purposes. (Source: MyBundle) Goldstein points out that some ISP partners have shown interest in billing for the service upfront for bundles that include home broadband and mobile, and possibly video streaming and other services. However, MyBundle would still handle fulfillment. MyBundle adds to Gigs' list of partners, which also include Nubank, OnePay, Cash App, Klarna, Revolut, Motorola, Santander, Sezzle and Tide. AT&T is [among Gigs' announced mobile network partners](https://gigs.com/press/gigs-and-at-t-to-power-the-convergence-of-tech-and-telecom). While AT&T is Gigs' anchor partner in the US, it also has an agreement to offer services on T-Mobile's network, [according to Fierce Wireless](https://www.fierce-network.com/wireless/gigs-dials-new-mvno-model-att). Others small and midsized broadband operators have taken different paths to mobile. While some, such as [Mediacom Communications](https://www.lightreading.com/wireless/mediacom-sparks-mobile-launch-taps-verizon-as-mvno-partner) and [Midco](https://www.lightreading.com/5g/midco-reveals-mobile-pricing-and-packaging), have signed their own MVNO and MVNE deals to ensure they have a certain level of control, others have taken advantage of the National Content & Technology Cooperative's [exclusive MVNO agreement with AT&T](https://www.lightreading.com/5g/nctc-strikes-exclusive-mvno-pact-with-att) and its [MVNE agreements with Reach and Telgoo5](https://www.lightreading.com/cable-technology/nctc-adds-telgoo5-to-its-mobile-mix-for-indie-operators). NCTC [recently teamed with Prosurety](https://www.nctconline.org/press-release/nctc-and-prosurety-partner-to-give-members-a-new-way-to-compete-on-mobile-devices/) to provide members with access to programs for device subsidies, device financing and trade-ins, device upgrades and device protection plans. The NCTC's program with Prosurety program is currently limited to co-op members that use NCTC's partnership with Telgoo5. MyBundle views its approach as a complementary offering that's tailored to broadband ISPs that are looking for a simplified way to get into the mobile game. NCTC CEO Lou Borrelli agrees, [telling Light Reading recently](https://www.lightreading.com/cable-technology/the-road-to-mobile-takes-new-twists-and-turns-for-tier-2-3-broadband-operators) that the MyBundle Mobile approach appears to provide an "easy button" for certain broadband operators. "Some providers will want that, and others will want to have more involvement and more customization ... That's why we're here. But there will be more options, not less, as things move forward," Borrelli said. "And while some ISPs want to control the full brand, operational, billing and customer support experience, it seems clear that there is plenty of room in the market for what we are offering – flexibility to price how you want, a nice nod to your brand, and we do all the work," Goldstein noted. Jeff Baumgartner is a Senior Editor for Light Reading and is responsible for the day-to-day news coverage and analysis of the cable and video sectors. Follow him on [X,](https://twitter.com/thebauminator)[LinkedIn](https://www.linkedin.com/in/jeff-baumgartner-036ba829/) and [Bluesky](https://bsky.app/profile/jeffbaumgartner787.bsky.social). Baumgartner also served as Site Editor for Light Reading Cable from 2007-2013. In between his two stints at Light Reading, he led tech coverage for Multichannel News and was a regular contributor to Broadcasting + Cable. Baumgartner was named to the 2018 class of the Cable TV Pioneers.