The Change Mariner

Cellphone Deals Sweeten in Face of New Rule on Keeping Number

New York Times:

Bet Sirianni is the subject of an intensifying courtship. The overtures -- like the recent offer for a free second cellular phone -- may win her over to a longer-term relationship.

Her mobile phone service provider, AT&T Wireless, wants her to commit to an additional two years on her contract. "I'm thinking about it," Ms. Sirianni, a 40-year-old corporate art director in San Francisco, said of the free phone proposal. "I may give it to my son."

Ms. Sirianni is one of millions of customers whom wireless companies are trying quietly to entice into renewing their contracts in the next few weeks. New phones, additional minutes and cash credits are being handed out -- all with an eye to locking in customers who may not know that come Nov. 24 a new federal regulation will allow them, for the first time, to keep their cellphone numbers when they change mobile services.

Because mobile phones have become as important as traditional phone lines for many consumers, the desire to keep the same cellular number has prevented many from switching providers even if they are less than satisfied with the service. That is about to change.