“Gentlemen, our target market is. . . young people who don’t bother paying their bills!”
Apparently, those free-spending youths don’t care much for paying their cell-phone bills. A court motion filed on June 4 explains that Amp’d “experienced an unprecedented growth of subscribers” between November, 2006, and February after running ads on MTV about the wireless phone company’s lineup of mobile music and video content.
Collecting payments from these subscribers proved to be a challenge, however. “Approximately 90% of the debtor’s customers were on 18-month service contracts,” according to the filing. “The debtor began to find a host of credit and collections problems (that) contributed ultimately to a liquidity crisis.” By May, the number of nonpaying customers reached 80,000. That’s nearly half of Amp’d’s current customer base of 175,000 subscribers.
Funnily enough, the writer doesn’t quite the grok the contradiction in the following statement:
Here’s why Verizon may want to pick up Amp’d on the cheap: Amp’d has been exceptionally successful in getting its subscribers to use data services, which are expected to become the wireless industry’s growth engine in the coming years. In the first quarter of 2007, Amp’d users downloaded twice as many videos, songs, and games as in the fourth quarter of 2006.
Which sounds great, except their customers didn’t bother paying their bills!