Edgar Cervantes / Android Authority
TL;DR AT&T is partnering with Gigs, a Mobile Virtual Network Enabler, to let companies integrate prepaid services into existing apps and platforms.
Early adopters include fintech companies like Klarna and OnePay, which are adding mobile service to their financial apps.
Unlike most prepaid brands, Gigs-powered services can openly advertise that they run on AT&T’s network.
Carriers are increasingly making it easier for independent companies to launch their own wireless brands. Last year, T-Mobile unveiled “Your Name, Our Wireless,” a program where virtually any business can set up its own carrier, with T-Mobile doing most of the heavy lifting. Now AT&T is taking a similar step, though with a few twists.
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Instead of running everything directly, AT&T is working with Gigs, a Mobile Virtual Network Enabler (MVNE) that provides the back-end tools needed for others to create and manage prepaid services on AT&T’s network. Another big difference is that Gigs OS is designed for tech companies that want to integrate connectivity into existing apps and services, rather than for companies aiming to launch stand-alone prepaid brands.
It’s no secret that all three major providers have been looking for new ways to expand revenue. With consumers more loyal to specific apps and services than ever, it makes sense for AT&T to leverage that loyalty as a growth opportunity. Consumers already trust these apps and services, which makes them much more willing to try out their cellular plans as well.
As AT&T’s VP of Emerging Business Platforms & Partnerships puts it, “We believe we’re at the cusp of a new era, where telecommunications and consumer technology will converge to deliver outsized innovation and value to providers, partners, and consumers alike.” He paints a future where consumer plans could be purchased and managed directly inside dozens of different personal or workplace apps.
For now, fintech is leading the way. Klarna and OnePay are the first to officially partner with Gigs to bring mobile service to their financial-focused apps. Still, it’s easy to imagine this model spreading to messaging apps, social platforms, and more. There’s also a good chance many more apps are on their way and yet to be announced.
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