U.S. Cellular today announced several new initiatives it hopes will lure potential customers to the smaller operator. First, it is offering three new service plans. Customers can choose plans that cost $40, $50, or $60 per month. The first plan is for feature phones and includes unlimited voice and messaging, as well as an unspecified amount of simple web browsing. The second and third plans are for smartphones. The $50 option includes 500MB of data before throttling and the $60 option includes 2GB before throttling. U.S. Cellular added a device installment plan, too. Customers can choose to pay full price for their phone or break the device payments up over time. U.S. Cellular is not offering early upgrades, however. Last, U.S. Cellular will, for a temporary time, compensate new customers up to $350 if they switch from another carrier and join its Shared Connect plan with a device installment payment. U.S. Cellular's changes mirror those made by other companies in recent weeks, including Sprint and T-Mobile.


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